The “now” part of Nike’s high-stakes Win Now turarnound plan is starting to feel like a “later” to some industry watchers nearly two years in. The legendary sportswear giant is beset by challenges related to tariffs, deflating growth in China and an overall uncertain global environment. A lack of clear marketing vision may be further amplifying its problems, with a recent stumble around the Boston Marathon indicative of Nike’s difficulties replicating the aspirational messaging it once delivered with a rare level of finesse. 

There are critical fronts, including women’s sports, where Nike can and is still winning. But it may need to pare down focus and switch up tactics to make its narrative cohere in a way that appeals to both choosier consumers and impatient investors. Nike reported flat revenue for the Q3 period ended Feb. 23, with company leaders admitting they were not satisfied with the pace of progress for the Win Now strategy. Marketing experts are in line with the sentiment. 

Where Nike’s marketing comeback is stumbling — and where it can still win | Retail Dive