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The marketing campaign they launched in April 2023 also deteriorated their brand position. It earned them woke coins, but the NPV of all those future woke coins

The marketing campaign they launched in April 2023 also deteriorated their brand position. It earned them woke coins, but the NPV of all those future woke coins flows was negative.

spiderice 19d ago
People on HN are, of course, going to pretend that moving from Michael Jordan to Dylan Mulvaney and whoever that overweight "Own The Floor" lady aren't a huge downgrade. Wearing Nike became kind of embarrassing.
- anon48293 19d ago
  I certainly won’t be wearing Nike anymore because of it. I’m clearly not the target audience.
- kenjackson 19d ago
  Honestly, I suspect most people will have no idea about these ads. I know I don’t.
  - hyperlinerapp 19d ago
    Maybe if you were hiding under a rock. Even Jaguar was tremendously impacted by their woke ads.
    - kenjackson 19d ago
      Maybe I have been. And how was Jaguar impacted? I haven’t seen a Jaguar ad in a decade, and almost as long one of their cars.
      - hyperlinerapp 18d ago
        [flagged]
      - rsynnott 18d ago
        Jaguar implemented a fairly radical change to their product line, getting rid of all their existing cars, and announcing, but not actually releasing, a new car. As a result, they do not currently sell cars (which, ah, explains the drop in sales that the person you're replying to is going on about); they'll release a new car next month. This is a fairly extreme tactic, but honestly maybe better than just waiting to die, as they had previously been doing. They also made an ad which a lot of the likes of Musk got very pissy about, for reasons I'm not entirely clear on. Some right wing internet weirdos have claimed that Jaguar's reduction in sales is due to the ad, as opposed to the fact that, just to reiterate, you cannot buy a new car from Jaguar today, because they no longer manufacture any of the cars that they used to sell. This is obviously an extremely stupid claim, but then "extremely stupid" is kinda the far-right twitterati's _thing_.
        hyperlinerapp 17d ago
        If you are not entirely clear on the reasons, look for the ad and you will become entirely clear instantly!
    - rsynnott 18d ago
      I mean, you say "even Jaguar". Jaguar has essentially been a dead brand walking for well over a decade. They're currently trying a fairly radical reorientation, which, well, hard to see it _working_, but probably beats just shutting it down, which is probably where it was otherwise heading. You mention sales plummeting. This is, ah, unsurprising; Jaguar currently doesn't really sell cars (they stopped making the old ones late last year, and the new one doesn't launch til next month). This is a company with an obsolete product line which nobody wants dispensing with it in favour of a new product which they think people might want.
- MarkWayneNewton 19d ago
  A normal well adjusted person would be embarrassed to wear any advertising.
earth-tattoo 19d ago
[flagged]
- cindyllm 19d ago
  [dead]
- lins1909 19d ago
  Wouldn't the fact that a Black man was their most popular face throughout their successful period negate the idea that it has anything to do with wokeness? I wish people as obtuse as you would take the time to pause and think every once in a while.
  - hyperlinerapp 19d ago
    Having Mike was not being “woke.” Mike arguable was the best player in the history of the game (maybe he still is).
    - miningape 19d ago
      Exactly, wokism (at least how it's perceived by the non-ideological) is about representation for the sake of representation. Which doesn't apply when you're using the sport's (arguably) greatest athlete to promote a product, regardless of race.
  - earth-tattoo 19d ago
    Black man who was a TOP ATHLETE! Most Americans are not racist. We are against DEI (putting unqualified people in posh schools/jobs because of their skin color or gender).
  - wallst07 19d ago
    MJ was not a "Black man" he was the best player of all time, That is what people see, not color. Everyone wanted to be like Mike. I swear the people arguing for this are some of the most racist thinking people, at least the Maga crowd is up front with it.
  - 19d ago
eudamoniac 19d ago
As soon as I saw that ad I knew Nike was not going to be "cool" for much longer. I switched to Brooks after that.

The marketing campaign they launched in April 2023 also deteriorated their brand position. It earned them woke coins, but the NPV of all those future woke coins flows was negative.

spiderice 19d ago

People on HN are, of course, going to pretend that moving from Michael Jordan to Dylan Mulvaney and whoever that overweight "Own The Floor" lady aren't a huge downgrade. Wearing Nike became kind of embarrassing.

anon48293 19d ago
I certainly won’t be wearing Nike anymore because of it. I’m clearly not the target audience.
kenjackson 19d ago
Honestly, I suspect most people will have no idea about these ads. I know I don’t.
- hyperlinerapp 19d ago
  Maybe if you were hiding under a rock. Even Jaguar was tremendously impacted by their woke ads.
  - kenjackson 19d ago
    Maybe I have been. And how was Jaguar impacted? I haven’t seen a Jaguar ad in a decade, and almost as long one of their cars.
    - hyperlinerapp 18d ago
      [flagged]
    - rsynnott 18d ago
      Jaguar implemented a fairly radical change to their product line, getting rid of all their existing cars, and announcing, but not actually releasing, a new car. As a result, they do not currently sell cars (which, ah, explains the drop in sales that the person you're replying to is going on about); they'll release a new car next month. This is a fairly extreme tactic, but honestly maybe better than just waiting to die, as they had previously been doing. They also made an ad which a lot of the likes of Musk got very pissy about, for reasons I'm not entirely clear on. Some right wing internet weirdos have claimed that Jaguar's reduction in sales is due to the ad, as opposed to the fact that, just to reiterate, you cannot buy a new car from Jaguar today, because they no longer manufacture any of the cars that they used to sell. This is obviously an extremely stupid claim, but then "extremely stupid" is kinda the far-right twitterati's _thing_.
      - hyperlinerapp 17d ago
        If you are not entirely clear on the reasons, look for the ad and you will become entirely clear instantly!
  - rsynnott 18d ago
    I mean, you say "even Jaguar". Jaguar has essentially been a dead brand walking for well over a decade. They're currently trying a fairly radical reorientation, which, well, hard to see it _working_, but probably beats just shutting it down, which is probably where it was otherwise heading. You mention sales plummeting. This is, ah, unsurprising; Jaguar currently doesn't really sell cars (they stopped making the old ones late last year, and the new one doesn't launch til next month). This is a company with an obsolete product line which nobody wants dispensing with it in favour of a new product which they think people might want.
MarkWayneNewton 19d ago
A normal well adjusted person would be embarrassed to wear any advertising.

earth-tattoo 19d ago

[flagged]

cindyllm 19d ago
[dead]
lins1909 19d ago
Wouldn't the fact that a Black man was their most popular face throughout their successful period negate the idea that it has anything to do with wokeness? I wish people as obtuse as you would take the time to pause and think every once in a while.
- hyperlinerapp 19d ago
  Having Mike was not being “woke.” Mike arguable was the best player in the history of the game (maybe he still is).
  - miningape 19d ago
    Exactly, wokism (at least how it's perceived by the non-ideological) is about representation for the sake of representation. Which doesn't apply when you're using the sport's (arguably) greatest athlete to promote a product, regardless of race.
- earth-tattoo 19d ago
  Black man who was a TOP ATHLETE! Most Americans are not racist. We are against DEI (putting unqualified people in posh schools/jobs because of their skin color or gender).
- wallst07 19d ago
  MJ was not a "Black man" he was the best player of all time, That is what people see, not color. Everyone wanted to be like Mike. I swear the people arguing for this are some of the most racist thinking people, at least the Maga crowd is up front with it.
- 19d ago

eudamoniac 19d ago

As soon as I saw that ad I knew Nike was not going to be "cool" for much longer. I switched to Brooks after that.