What the F*** happened to Nike?!

By: Meghan Incantalupo

Is Nike Falling Behind? How Smaller Brands Like Bandits Are Changing the Game

Nike, once the unchallenged king of the sportswear industry, is facing some serious hurdles. Over the years, their broad branding strategy—centered on mass appeal and high-profile athletes—has begun to lose its impact. With competitors like Adidas pushing innovation and smaller, more nimble brands like Bandits entering the scene, Nike’s playbook is starting to feel outdated.

On the flip side, Bandits is making waves with its community-first approach, a fresh take that’s gaining traction. Their Unsponsored Project is a standout example. At the 2023 US Outdoor National Championships, Bandits provided athletes with completely unbranded kits, challenging the traditional sponsorship model. Eight athletes wore unbranded gear, and the initiative sparked a conversation about athlete independence. One athlete even secured a major footwear sponsorship as a result, highlighting the flaws in today’s sponsorship model and the power of athlete-driven decisions.

Bandits' approach is reshaping the running culture, emphasizing community over celebrity endorsements. Their strategy resonates with a post-social media world where consumers crave authenticity and genuine connection. Rather than relying on flashy ads, Bandits has shown that prioritizing community can drive brand loyalty and growth. It’s a lesson that Nike seems slow to adopt, as they continue to rely heavily on big-name partnerships instead of building grassroots connections.

If Nike wants to maintain its position as an industry leader, they need to pivot. It’s time to invest in quality, focus on customer experience, and reestablish a balance between performance and accessibility. In today’s landscape, it’s not the brands with the biggest names, but the ones that grow alongside their communities, that truly win.

What do you think—is Nike keeping up, or is it time for a change?