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Today, Explained

Nike lost its cool

6/11/202626 min

And once a brand has lost its cool, it's almost impossible to get it back. This episode was produced by Ariana Aspuru, edited by Jolie Myers, fact-checked by Gabriel Dunatov, engineered by Patrick Boyd, and hosted by Noel King. A'ja Wilson of the Las Vegas Aces wearing her Nike A'One player exclusive signature shoes. Photo by Ethan Miller/Getty Images. Listen to Today, Explained ad-free by becoming a Vox Member: vox.com/members. New Vox members get $20 off their membership right now. Transcript at ⁠vox.com/today-explained-podcast.⁠ Learn more about your ad choices. Visit podcastchoices.com/adchoices

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Transcript preview

First 90 seconds

  1. Noel King· Host0:00

    [upbeat music] Is Nike uncool?

  2. Amanda Chicago Lewis· Guest0:03

    You know, I mean, certainly what's cool is a little bit in the eye of the beholder. Um, and not being a particularly cool person myself, I don't want to assert what is and isn't cool for all people.

  3. Noel King· Host0:14

    That said, Nike sales have been weak for the last few years, and the company stock is dipping.

  4. Amanda Chicago Lewis· Guest0:20

    Their stock price is under $50, which as l- is as low as it's been since 2015.

  5. Noel King· Host0:28

    What happened?

  6. Amanda Chicago Lewis· Guest0:29

    Apple is not cool. Amazon is not cool. Nike is not cool. Starbucks is not cool. Big brands are not very cool right now.

  7. Noel King· Host0:38

    Nike still sells a lot of shoes. Starbucks sells a lot of coffee. Amazon sells a lot of everything. The issue is not, I think I hear you saying, that these companies don't sell.

  8. Amanda Chicago Lewis· Guest0:48

    Right.

  9. Noel King· Host0:49

    It's that [laughs] they just aren't cool. [upbeat music] Coming up on Today Explained from Vox, when your company loses its rizz.

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