Nike
The Great Decoupling: Nike’s Brand Resurgence Meets a Cold US Consumer Market
As 2025 draws to a close, Nike Inc. (NYSE:NKE) finds itself at a curious crossroads. On the streets and in the gym, the "Swoosh" is regaining the cultural cachet it arguably lost during the early 2020s, fueled by a return to sport-centric innovation and high-profile collaborations. However,