SHIFTHEADS: How Nike Went From King of Sneakers to Struggling

Shane Hewitt and The Nightshift · Sep 17, 2026 · 8m

A few years ago Nike could do no wrong, landing every collaboration and dominating sneaker culture. Shane and Ryan explain how quickly that changed, and just how steep the fall has actually been.

Part of it traces back to a retail decision Nike made during the pandemic, one that left its shelves empty once shoppers went back to stores. Ryan lays out what Nike did, and what buyers found waiting for them instead when they walked back in.

Meanwhile, New Balance has quietly become one of the biggest winners in the sneaker world. Ryan breaks down the sales numbers behind that growth and why…