Well tbh, hype does tell you something about future demand. It doesn't guarantee sales, but how excited people are about a product gives you an idea of how like

Well tbh, hype does tell you something about future demand. It doesn't guarantee sales, but how excited people are about a product gives you an idea of how likely they are to buy it. I think Nike lost some of its cool while the competition got better. For me, the turning point was walking into a Nike store and thinking their prices were way too high for what I was actually getting. I reckon they'd be in a much worse position without Jordan. It's still a massive part of their appeal, even if its sales have slowed too. And the stock market doesn't just look at today's revenue and performance. It also prices in what people expect to happen next. If people think a brand is losing its appeal, they won't necessarily wait for that to fully show up in the numbers.