What Everyone Gets Wrong About Nike's Downfall

Nike has been having a rough few years. The stock has fallen 80% from its high, and is now even being removed from the S&P 100. How is it possible that an absolute giant in the sneaker and athletic apparel space is struggling this much? There are a LOT of explanations floating around for Nike's downfall, and while I think some of them are valid, I'm not convinced a lot of the popular explanations actually get to the heart of what's happening. In this video I break down some of the biggest explanations for Nike's struggles, what I agree with, and what I think a lot of the experts are missing. But I'm curious what you guys think. Do you think Nike actually lost its way, or are we just watching the natural cycle of a brand that was on top for an unusually long time have a pullback from the spotlight? Let me know in the comments. Nike Exits S&P 100 After 18 Years - https://fortune.com/2026/09/08/nike-stock-plummets-sp500-market-cap-index/ 00:00 - Intro 02:25 - Nike's pullback from wholesale and focus on DTC 06:26 - The Rise of Competitors - Hoka, On, and Brooks 7:20 - How Nike Drank Its Own Hype Kool-Aid 12:26 - Lack of Innovation? 15:51 - The Weakening Chinese Market and Return to US Focus 16:55 - Hype Cycles: Nothing Stays Cool Forever 22:19 - The Love/Hate Relationship With Resale & Artificial Scarcity 23:24 - Outro #nike #sneakerculture #businessoffashion #fashionnews #sneakernews