NIKE

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A pregnancy story

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Allyson Felix is the most decorated female track and field athlete in Olympic history, a true great of the sport. Allyson Felix’s Nike contract expired in December 2017, when Felix became pregnant in 2018, Nike asked her to reduce the terms of her contract and take a 70% pay cut, and allegedly they told her to “know your place and run.” Amid all of this, she was forced to have an emergency c-section seven months into her pregnancy because of a potentially life-threatening condition, and her baby had to live for more than a month in the neonatal intensive care unit. Nike and Allyson Felix parted ways in 2019, and created her own brand of running shoes - Saysh One. In 2020, Allyson Felix qualified for her fifth Olympics in Japan wearing her own shoes under the banner “I Know My Place.”

After a broad public outcry and a congressional inquiry, Nike announced a new maternity policy for all sponsored athletes. The new contract guarantees an athlete’s pay and bonuses for 18 months around pregnancy. Subsequently, three other major athletic brands added maternity protections for sponsored athletes.

““Everyone sees the glory moments, but they don’t see what happens behind the scenes.””
— Allyson Felix

A young entrepreneur in India

How to add value to discarded materials?
Ashay Bhave is a 24-year-old Indian entrepreneur who makes sneakers from plastic bags and bottles. The brand is called Thaely and they manufacture 15.000 pairs of shoes per week. Ashay’s start-up procures raw material from a waste management company. Plastic bags are turned into a fabric called ThaelyTex with the help of heat and pressure. The fabric is then cut into shoe patterns. Plastic bottles recycled as recycled as a fabric called rPET (Polyethylene Terephthalate), is used for lining, shoe laces, packaging and other parts.

Can a small company like this compete with global brands like Adidas, NIKE, and New Balance? See video here

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Just Do It

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NIKE is above everything else, a master storyteller that also happens to make well designed products. Products that become an emblem, declaring one’s cultural alliance with the brand. The actual things that NIKE sells are simply an outward symbolism of that cultural affiliation, thus the relationship with a brand like NIKE becomes transformational whilst the majority of their competitors have only a transactional relationship with their customers. I don’t think that NIKE could have predicted the pandemic, but the decisions it make 4 years ago have powered its performance through it and has provided a roadmap for others. 


The lessons for retailers across categories are clear: 

  1. No single customer or level of sales volume is worth sacrificing your brand as In reality, the brand is all you have!

  2. Direct-to-Consumer (D2C) sales is just a throwback to the way retail has been performed for generations. In fact, the true value of a brands rests in the power of the stories it tells - “Lose the story and you lose the brand and lose the brand and you will lose everything!”

  3. Bricks and mortar shops have opportunity to become the most powerful media channel on earth, real life stages from which those unique brand stories can be told.



We all see things from different perspectives. Don’t be shy, contact me via e-mail when you are ready for an external perspective on your brand engagement.

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What do you stand for?

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The early adaptors are people who are playing with new ideas in the culture. NIKE are selling to the early adaptors of fashion and make their money at the front end of the curve. NIKE is a disruptor in the marketplace and the brand DNA is so clearly identifiable with “We stand for something”.

c/o Nike

c/o Nike

Colin Kaepernick is a symbol who stands for something and the other sneaker companies have been afraid to stand for what he stands for. NIKE helped to transform Colin Kaepernick from a kneeling quarterback to an icon of change. I think when you wear NIKE, you are symbolizing that you also stand for something.