NIKE(US:NKE) 日经中文网·2025-06-06 07:54Core Viewpoint - Nike's brand influence is declining, with a significant shift in consumer preferences towards competitors like ASICS, HOKA, and Lululemon, leading to a drop in sales and brand ranking [6][9][8]. Brand Influence - Nike's brand ranking has fallen from 26th in 2017 to 66th in 2025 according to Brand Finance, indicating a loss of brand power and consumer appeal [6]. - The perception of Nike as "dorky" reflects a broader trend of consumers distancing themselves from the brand, particularly among fashion-sensitive demographics [5][3]. Sales Performance - Nike has experienced a decline in sales for four consecutive quarters, despite overall strong consumer spending in the U.S. [9]. - The company's strategy under former CEO John Donahoe initially boosted online sales during the pandemic, but the reduction of retail partnerships weakened its market position [9][10]. Strategic Shifts - Donahoe's approach to reposition Nike as a lifestyle brand, moving away from sport-specific product lines, has been criticized for alienating core athletic consumers [10]. - The new CEO, Elliott Hill, aims to refocus on athletes and restore relationships with retail partners like Foot Locker, indicating a potential shift back to Nike's original brand ethos [11][10]. Competitive Landscape - Competitors like Adidas and Lululemon have seen improvements in their brand rankings during the same period, highlighting the competitive pressures Nike faces [8].