Nike is making a surprise comeback at the Super Bowl — and JPMorgan analysts broke the news

Group 1 - Nike is returning as a Super Bowl advertiser for the first time in 27 years, a move that comes amid struggles to revive lagging sales [1][8] - The marketing push is costly, with some advertisers spending over $8 million for 30 seconds of airtime [2] - Nike's revenue decreased by 8% year over year to $12.4 billion for the three months ending November 30, and its shares have dropped approximately 30% over the last 12 months [4] Group 2 - The new CEO, Elliott Hill, has outlined a turnaround plan focusing on reducing discounts and enhancing relationships with wholesalers [3] - Nike is attempting to revitalize iconic sneaker brands like Jordans and Air Force 1s by limiting supply to increase demand [3] - The company is emphasizing big cultural moments, including a new ad timed with the Grammy Awards that celebrates the Jordan Brand [5][6] Group 3 - Nike's marketing department has undergone changes to improve brand storytelling, with several veterans returning or being promoted [4][6] - Hill has stated that Nike needs to prioritize sports in its strategy and invest in bold marketing efforts [7]