It all started when Donahoe took over as CEO and made the controversial decision to restructure Nike’s product and marketing departments, eliminating long-established categories such as running, football, basketball, fitness, and training in favor of simplified, gender-led labels such as “men,” “women,” and “kids.” This shift not only alienated a core group of designers and marketers, many of whom left en masse, but also muddled Nike’s ability to speak authentically to specific athletic communities, diluting its competitive edge in innovation and niche marketing. Under Donahoe’s leadership, Nike centralized its marketing efforts and pushed for a digitally led strategy. This resulted in the abandonment of the bold, emotionally charged campaigns that once defined the brand—like the iconic “Failure” ad from 1997, featuring Michael Jordan reflecting on his missed shots and losses, and the “Find Your Greatness” campaign from 2012, which celebrated ordinary athletes pushing their limits. These campaigns struck a chord with audiences because they tapped into universal themes of human struggle and triumph. Instead, Nike pivoted to a more clinical, algorithmic approach, which Giunco referred …