# @tatumbrandt on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DHuJVy6RRPE
- **Gondola URL:** https://gondola.cc/posts/32179802-tatumbrandt-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/1d4f604c5a.jpg
- **Posted:** 2025-03-27T23:24:08.000+00:00
- **Account Owner:** Tatum Woosley Brandt (@tatumbrandt) — https://gondola.cc/tatumbrandt

## Caption

Nike stock is TANKING, even after Nike’s new CEO unveiled a new brand strategy👉👉getting back to their roots:
Sport.

Here’s the deal, Nike has been on the decline as stock dropped ~29% last year
as competitors like On and HOKA started taking over

In September, they named a new CEO Elliot Hill and in December he announced the new brand strategy - getting back to their roots - sport.

Hill says that Nike has become far too promotional and haven’t been delivering inspiring stories like they used to.

We lost our obsession with sport,” Hill said. “Moving forward, we will lead with sport and put the athlete at the center of every decision. The sharpness in each sport is what differentiates our brand and our business and fuels our culture.”

I think this is a smart play for a brand that has kind of lost their rock solid brand identity to smaller up and coming giants

It’s the same vibe as Gymshark’s “We do gym” campaign last year. Getting back to their roots and niching down, hard.

The move toward storytelling and crafting a narrative is something that I think we’ll see many brands move toward.

In an Al world humanness and story is going to become luxury.

What do you think? Is this the move?

#nike #brandstrategy #sportmarketing #growthmarketing #marketingstrategy #businessdevelopment

## Stats

- **Views:** 1,283
- **Likes:** 59
- **Shares:** 0
- **Comments:** 2

## Credits

| Name | Username | Profile | Role |
| --- | --- | --- | --- |
| Trayvion Biddle | @traybiddle | https://gondola.cc/traybiddle | Video Editor |

## Tags

businessdevelopment, brandstrategy, growthmarketing, nike, sportmarketing, marketingstrategy

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