Nike’s spectacular fall

Nike has lost its edge.

More than US$230 billion has been wiped from its market value since its 2021 peak, and its share price is now back around levels last seen more than a decade ago.

For a brand that has dominated global sport for generations, that’s a remarkable fall. So what went wrong? Was it China, competition, brand dilution - or simply a business that stopped setting the pace?

ABC Business reporters Lin Lin and Dan Ziffer unpack how Nike ended up being dropped from the top 100 companies on the US share market, and what its slide tells us about the risks facing even the biggest global brands, on ABC Business Daily.

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