Part 7/13:
However, dominance breeds complacency. Over the past two decades, Nike’s once relentless innovation and visionary storytelling have been clouded by strategic missteps, scandals, and a failure to keep pace with shifting trends.
The Decline: Lost Momentum and Strategic Misfires
In the 2000s, Nike faced increasing competition from brands with specialized niches. Companies like Hoka, Saucony, and On have emerged as leaders in trail running, ultra-cushioned shoes, and performance innovation—categories where Nike once led but has since fallen behind.