Go Woke Go Broke: Nike Stopped Obsessing Over Athletes And Started Obsessing Over Activism

The swoosh lost its way

There was a time when Nike obsessed over milliseconds. Somewhere along the way it started obsessing over mission statements.

Nike's transformation didn't happen overnight. It began with the Colin Kaepernick, accelerated into an all-out DEI and ESG crusade after 2020, and culminated in a company that increasingly seemed determined to shape America's culture as much as the athletic footwear market.