For decades, Nike was the sports brand - a global symbol of winning. One estimate suggests it sells 26 pairs of shoes every second. Elite athletes wore it as they chased titles, while millions of children wore it as they dreamed of sporting glory. But as competition intensified and consumer tastes changed, the company that once dominated the market began to lose momentum. This year alone, Nike&#x27;s stock market value has fallen by around 35%. So what went wrong? And can Nike find a way back to winning? Presenter: Rahul Tandon, Michelle Fleury and Will Bain Producer: Rebecca Smyllie Editor: Stephen Ryan You can email the team: businessdaily@bbc.co.uk (Photo: Shoppers walk past a Nike store in the King of Prussia Mall in Pennsylvania, US, 3 April, 2025. A giant Nike tick is displayed in the window. Credit: Rachel Wisniewski/Reuters)

Has Nike lost its magic?

Business Daily

This week we're talking about the global sports brand Nike. For decades it wasn't just any sports brand, it was the sports brand. A global symbol of winning with 26 pairs of shoes still sold every single second. What a number that is. Athletes wore it to dominate their sport, kids wore it to dream to be athletes, but somewhere along the way things have started to slip. And once market dominators slowly turned into a laggard, this year alone its stock price has dropped by 35%.

So this week we're asking how did Nike, the company built on winning, become the one everyone thinks is losing? Welcome back to Business Daily, I'm Rahul Tandon here in the studio in the UK. I'm Michelle Fleury in New York. And I'm Will Bain in the UK as well alongside Rahul. I know Will's very excited, we can see him there with his England football top on. Part prop, part ready because we are recording right before the England DRC World Cup game.

So by tomorrow you might know whether I'm crying or cartwheeling through Piccadilly in central London or that kind of stuff. And whether you have any fingernails left or whether they're all bitten down. I think those are definitely gone one way or another regardless of the result. I can promise you all, if Will cartwheels anywhere in London we will post it on some video everywhere. We're not going to discuss who's going to win the World Cup, I think we all know it's going to be France. Sorry about that Will. It is looking likely. But of course when you think of a big sporting occasion, you do think of big sporting brands and none bigger than Nike.

Has Nike lost its magic?

Read the full transcript

The candid version is on a podcast,
not the earnings call.

Has Nike lost its magic?

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.