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8-20: Just Blew It! The Most Amazing Thing About Nike's Stock Crash · Wicked Radio with Bill Adams

• 0:03
  Speaker 1: Let me be the first to hope that you haven't
• 0:05
  Speaker 1: an awesome week so far unless you got Nike stock
• 0:09
  Speaker 1: just blew it, as they say, now, nothing happened. Now
• 0:12
  Speaker 1: we'll get into the stock reports and all this other
• 0:14
  Speaker 1: stuff and figure out why Ted Cruz has taking a
• 0:15
  Speaker 1: victory lap. Nothing big happened, Like they didn't get caught
• 0:19
  Speaker 1: stealing money from shareholders, There was no big scandal. They
• 0:22
  Speaker 1: didn't finally catch him for using Chinese cheap slave labor,
• 0:24
  Speaker 1: none of that. It's just a remarkable, slow, steady decline
• 0:29
  Speaker 1: of one of American icon companies that we had out
• 0:33
  Speaker 1: there and always was considered like a safe, steady stock. Right,
• 0:36
  Speaker 1: let me just give you a long and short of it,
• 0:38
  Speaker 1: exactly what happened here. Why people are talking about Nike,
• 0:40
  Speaker 1: the famous brand. You know, this wash just do it.
• 0:44
  Speaker 1: They're at a twelve year market low at two now,
• 0:47
  Speaker 1: a steady decline, two hundred billion dollars loss in market value.
• 0:52
  Speaker 1: But that's the story. This wasn't one big thing. It
• 0:54
  Speaker 1: wasn't one big event. It's been a slow, steady decline
• 0:58
  Speaker 1: since twenty fourteen. Why you probably can pick the reasons
• 1:02
  Speaker 1: why go woke, go broke, right, But This is remarkable
• 1:06
  Speaker 1: because the big takeaway on this should be that people
• 1:09
  Speaker 1: who have had enough of that kind of marketing, when
• 1:11
  Speaker 1: a company goes completely in the opposite direction of what
• 1:14
  Speaker 1: their core customer base wants, it has an effect. And boy,
• 1:19
  Speaker 1: there are some people taking a victory lab today kind
• 1:21
  Speaker 1: of sort of including me. But anyway, let's figure out
• 1:23
  Speaker 1: why one of the top reasons why this classic iconic
• 1:27
  Speaker 1: American company is going down the tubes. Let's figure it
• 1:30
  Speaker 1: out together as to find a wicked radio in the
• 1:32
  Speaker 1: live stream replay on the podcast on Action YouTube and
• 1:35
  Speaker 1: Facebook audio version of the pod. The complete show always
• 1:38
  Speaker 1: uploaded shortly after the live stream. Let's get right to it.
• 1:41
  Speaker 1: First of all, CNBC, Oh, the market recap, how is
• 1:46
  Speaker 1: it doing now? This is bad for everybody. If you
• 1:48
  Speaker 1: looked at your four oh one K you might have gone, oh,
• 1:50
  Speaker 1: that's ugly. But one particular company led the downfall yesterday,
• 1:55
  Speaker 1: and CNBC calls him out by name. Day in the
• 1:58
  Speaker 1: red for the major averages. The Dow fell two hundred
• 2:03
  Speaker 1: and seventy two points a half percent, led lower by
• 2:05
  Speaker 1: shares of Nike. Nobody's rooting for that. Nobody wants to
• 2:09
  Speaker 1: see the stock market fall. But it's interesting when they
• 2:12
  Speaker 1: call out a particular company that did a worse job
• 2:15
  Speaker 1: than anybody else in the stock market. When they look
• 2:17
  Speaker 1: at the dow led by Nike, that's not good what
• 2:21
  Speaker 1: we're talking about here. Like I said, at twelve year low,
• 2:23
  Speaker 1: two hundred billion dollar market loss, they've lost eighty percent
• 2:27
  Speaker 1: of their value since twenty twenty one. Uh, what happened
• 2:31
  Speaker 1: around twenty twenty one? Oh yeah, all of that woke
• 2:35
  Speaker 1: stuff happened. Now we could go in forever about Colin
• 2:37
  Speaker 1: Kaepernick and the thing remember just to review because I
• 2:40
  Speaker 1: can't stand bringing him up again and even talking about
• 2:42
  Speaker 1: him again. Former NFL player who sued the league won
• 2:45
  Speaker 1: by the way, I think it was a thirty million
• 2:47
  Speaker 1: dollar lawsuit, then kept on clamoring and clamoring. Just an absolute, complete,
• 2:51
  Speaker 1: total grifter. One of Nike's main guys. He was one
• 2:55
  Speaker 1: of their endorsers, right, but he was the one we're
• 2:57
  Speaker 1: in the you know, copsure pig socks, and he led
• 3:00
  Speaker 1: the kneeling thing. You need to well he did something
• 3:02
  Speaker 1: else he led, you know, mostly internal didn't make a
• 3:07
  Speaker 1: public statement about it, but former Nike officials came out
• 3:10
  Speaker 1: and said he was the one that got them to
• 3:11
  Speaker 1: cancel their Betsy Ross flag sneaker, the patriotic all American
• 3:16
  Speaker 1: sneaker they were going to release for a July fourth celebration.
• 3:19
  Speaker 1: Who got him to cancel that? Who caved? Yeah, Colin Kaepernick.
• 3:25
  Speaker 1: But that wasn't the only thing. And we'll get into
• 3:27
  Speaker 1: Ted Cruz's victory lap here in just a second. It
• 3:29
  Speaker 1: was right about that time. This is one of their
• 3:30
  Speaker 1: viral commercials. This is where they went. This is a
• 3:33
  Speaker 1: great example of this, the irono. If you're remember seeing this,
• 3:35
  Speaker 1: because it was if you watch football or basketball, this
• 3:38
  Speaker 1: commercial aired. It seemed like every single timeout or commercial break.
• 3:42
  Speaker 1: It was the girl who was walking into high school
• 3:45
  Speaker 1: and it is a Nike ad and she refuses to
• 3:48
  Speaker 1: do her paper or her presentation on dynasties, traditional dynasties, Romans, Greeks, whatever. Nope,
• 3:56
  Speaker 1: she refuses, she says, and she's going to talk about
• 3:58
  Speaker 1: the kind of dynasties she wants to talk about. Do
• 4:00
  Speaker 1: you remember this commercial? It was one of their biggest
• 4:02
  Speaker 1: from that area.
• 4:02
  Speaker 2: I refused to talk about the ancient history and drama
• 4:05
  Speaker 2: that's just the patriarchy. Instead, I'm going to talk about
• 4:08
  Speaker 2: a dynasty that I actually look up to, and all women, dynasty,
• 4:12
  Speaker 2: women of color, gay women, women who fight for social justice,
• 4:18
  Speaker 2: women with the jump shot.
• 4:19
  Speaker 1: Nothing's wrong with all that stuff, but it's the refuse
• 4:22
  Speaker 1: that's the patriarchy. They started in with the men are
• 4:25
  Speaker 1: bad kind of thing. More in that customer base for
• 4:27
  Speaker 1: a second that they thought they had and it turns
• 4:30
  Speaker 1: out they didn't. And I think the most relevant part
• 4:33
  Speaker 1: of this whole story was, this wasn't a big crash,
• 4:35
  Speaker 1: This wasn't some revelation kind of thing. This is a slow,
• 4:38
  Speaker 1: steady decline where their customer based, their core said enough,
• 4:42
  Speaker 1: because do you remember what Nike was? Do you remember
• 4:44
  Speaker 1: the air Jordan's Michael Jordan, right, Bo Jackson, Just do it.
• 4:48
  Speaker 1: And their female athletes too, the female soccer players, I
• 4:51
  Speaker 1: think Brandy Chastain. It was great, just do it. It
• 4:53
  Speaker 1: was about getting it done, no excuses, and then it
• 4:56
  Speaker 1: turned into then it turned into the ideology and the
• 4:59
  Speaker 1: agenda everything they pushed. That's why people like Ted Cruz
• 5:03
  Speaker 1: are taking a victory lap. Why is Ted Cruz talking
• 5:06
  Speaker 1: about Nike? Well before that, even market recap came out. Yesterday,
• 5:09
  Speaker 1: the senator from Texas came out and he said in
• 5:12
  Speaker 1: an ex post, which is getting a lot of attention.
• 5:15
  Speaker 1: By the way, I like when people I like when
• 5:17
  Speaker 1: people who are elected representatives kind of spearhead the news
• 5:20
  Speaker 1: because it gets the attention everybody's aware of it. Ted says,
• 5:23
  Speaker 1: for my whole life, I wore nearly one hundred percent
• 5:25
  Speaker 1: Nike for athletic wear. Kaepernick pisses me off, but when
• 5:29
  Speaker 1: they canceled the Betsy Ross shoe and we were just
• 5:31
  Speaker 1: talking about that, it showed that their marketing plan was
• 5:33
  Speaker 1: America hate. It's a strong statement from old Ted. I
• 5:36
  Speaker 1: went out and bought brand new shoes, shorts, and T shirts.
• 5:39
  Speaker 1: Turns out I wasn't the only one. Now, you may
• 5:41
  Speaker 1: not like Ted Cruz, I understand that, But like it
• 5:44
  Speaker 1: or not, he is a national figure with a giant
• 5:47
  Speaker 1: voice on social media and untraditional media. When he says
• 5:51
  Speaker 1: something like this, he's representing a lot of people who
• 5:54
  Speaker 1: feel the exact same way, even if you disagree with
• 5:57
  Speaker 1: him on most things. And maybe that's you agree with
• 6:00
  Speaker 1: him on that one. Now you look at the Nike
• 6:02
  Speaker 1: stock in a twelve year foot free fall, steady steady decline,
• 6:05
  Speaker 1: no big event. He's not the only one, and the
• 6:08
  Speaker 1: big takeaway is your voice does matter. But maybe it
• 6:11
  Speaker 1: wasn't something external. Let's go to reason number two. Maybe
• 6:13
  Speaker 1: it was their own internal marketing plan and their own
• 6:16
  Speaker 1: people who took over their company like this lady. Now,
• 6:19
  Speaker 1: listen to what she says. She was their DEI manager executive.
• 6:24
  Speaker 1: I guess you could say this is just a PSA
• 6:26
  Speaker 1: video where she's talking to some high school kids. We'll
• 6:28
  Speaker 1: get to her in a second. Listen to what she says, I.
• 6:32
  Speaker 2: Am currently the global inclusion program manager for a diversity
• 6:36
  Speaker 2: engagement team, and I literally am hired to make sure
• 6:42
  Speaker 2: people have a sense of belonging here. It's so fun
• 6:46
  Speaker 2: because in this space, in this work, it's all about
• 6:50
  Speaker 2: just behavior.
• 6:50
  Speaker 1: Change, behavior change. That same lady, by the way, was
• 6:54
  Speaker 1: convicted and sent to five years in prison for stealing
• 6:57
  Speaker 1: from the company, but you know, beavior change. So maybe
• 7:01
  Speaker 1: that's indicative of what actually happened in Nike. Maybe they
• 7:03
  Speaker 1: were taken over by people like her. It's all about
• 7:06
  Speaker 1: behavior change. I am here. My job is to make
• 7:09
  Speaker 1: sure everybody feels included. Well, it's not about you, it's
• 7:13
  Speaker 1: about your customer base, which you abandoned. Maybe that's another reason.
• 7:16
  Speaker 1: Maybe that's number two why Nike has crashed. I think
• 7:19
  Speaker 1: the biggest reason of all, though, is this. They planned
• 7:23
  Speaker 1: on this entire thing. Now, why would they even do
• 7:25
  Speaker 1: this right? They overestimated what their core value, what the
• 7:28
  Speaker 1: core base was. I remember as a kid being Nike
• 7:31
  Speaker 1: was the coolest frickin thing in the world. To get
• 7:32
  Speaker 1: a Nike sneaker. It was amazing. It was awesome quality stuff,
• 7:35
  Speaker 1: and I actually believe it or and I still think
• 7:37
  Speaker 1: they make good stuff. But all of a sudden it
• 7:39
  Speaker 1: became a punchline where normal people like you, they said,
• 7:43
  Speaker 1: I don't really want to I don't want to deal
• 7:45
  Speaker 1: with that thing. There are other brands out there. While
• 7:47
  Speaker 1: their market share slipped, there were other brands that popped
• 7:50
  Speaker 1: up that were just as good and not as expensive
• 7:52
  Speaker 1: as Nikes, hundreds of dollars for air, Jordan's and all
• 7:55
  Speaker 1: that stuff. But they counted on all of these, all
• 7:59
  Speaker 1: of these girls, like the commercial, I'm not gonna support
• 8:01
  Speaker 1: the patriarchy, I'm not gonna talk about white dynasties, I'm
• 8:04
  Speaker 1: not gonna do all this. They counted on that being
• 8:07
  Speaker 1: their new customer base. I don't care who you are.
• 8:10
  Speaker 1: As a company that will never work long term, in
• 8:12
  Speaker 1: this country. It won't. It'll get a lot of noise,
• 8:15
  Speaker 1: but that's never gonna work. Case in point, this was
• 8:18
  Speaker 1: a video that went viral in late twenty twenty three.
• 8:21
  Speaker 1: This is a pro Palestine, anti Israel girl talking about
• 8:26
  Speaker 1: boycotting all kinds of companies. What do you get to
• 8:29
  Speaker 1: the end what she says, she includes Nike in this.
• 8:32
  Speaker 1: She's screaming in front of the flag, all the other stuff.
• 8:35
  Speaker 1: This was the person they counted on as the customer base,
• 8:37
  Speaker 1: and it still didn't work.
• 8:38
  Speaker 2: Telly Coca Cola, Pizza, Hut Burger, King, Pepsi, Domino's, Papa John's,
• 8:46
  Speaker 2: Nike servant.
• 8:48
  Speaker 1: Now she's at a free Palestine rally, you know, calling
• 8:51
  Speaker 1: on the boycott of all those companies for I guess,
• 8:54
  Speaker 1: I guess because they supported Israel or something, whatever the
• 8:56
  Speaker 1: hell the reason was. But Nike was specifically included in
• 8:59
  Speaker 1: there in her call for a boycott along with those
• 9:01
  Speaker 1: other companies. The video went viral because the end of it,
• 9:04
  Speaker 1: they focused in on what she's wearing. She's wearing Nike shoes.
• 9:09
  Speaker 1: It's just hypocrisy, cluelessness, of course, but that's who this
• 9:13
  Speaker 1: company counted on. That's I think the main reason. That's
• 9:15
  Speaker 1: the customer base this company counted on to actually support
• 9:21
  Speaker 1: their company. That's never ever gonna work when you go
• 9:25
  Speaker 1: against traditional normal values and you completely go away from
• 9:29
  Speaker 1: your customer base. That's why people like Ted Cruz and
• 9:32
  Speaker 1: others are taking a victory lap. But there's other reasons why.
• 9:35
  Speaker 1: Maybe it's this we talked about Kaepernick. We know that
• 9:38
  Speaker 1: included in this one and two. She can't He helped
• 9:41
  Speaker 1: cancel the Betsy Ross sneaker that pissed a lot of
• 9:44
  Speaker 1: people off. Also partnered with I don't know if you
• 9:47
  Speaker 1: forgot about this, Dylan mulvany. Now listen, this was Dylan
• 9:52
  Speaker 1: malvaney was the trans person that kind of sunk with
• 9:54
  Speaker 1: the bud light commercials and all that other stuff. After
• 9:57
  Speaker 1: the bud like disaster started to happen, Nike went ahead
• 10:01
  Speaker 1: and said, Nope, sounds good to us. She's available. Still
• 10:07
  Speaker 1: went ahead and made Dylan mulvaney a transperson the face
• 10:12
  Speaker 1: of its workout gear. They tried to become Lululemon with
• 10:16
  Speaker 1: that person. What paid Dylan mulvaney one hundred and fifty
• 10:20
  Speaker 1: thousand dollars per Instagram post? Not talking, thank god, but
• 10:25
  Speaker 1: working out in Nike gear. Do you think that worked? No,
• 10:30
  Speaker 1: it did not. Also set goals, and this kind of
• 10:32
  Speaker 1: goes to the DEI manager that wound up going to
• 10:34
  Speaker 1: jail set goals including thirty five percent US racial and
• 10:39
  Speaker 1: ethnic minority representation in their corporate workforce, thirty percent at
• 10:43
  Speaker 1: director level and above. Okay, I'll let you decide. Maybe
• 10:47
  Speaker 1: that was the main reason prioritized. Of course, as we
• 10:50
  Speaker 1: all know, LGBTQ plus initiatives brought her cultural signaling and
• 10:54
  Speaker 1: terminated Kyrie Irving over the vaccine, which was another massive
• 10:58
  Speaker 1: reason lost his endorsement. You'll hire Dylan mulvaney and Colin Kaepernick,
• 11:05
  Speaker 1: but here's Kyrie Irving, a basketball player who simply made
• 11:08
  Speaker 1: a medical choice for his own body and said, I
• 11:09
  Speaker 1: don't want to take the vaccine. Not only did they
• 11:11
  Speaker 1: lose money from New York for because he was playing
• 11:14
  Speaker 1: with the Knicks at the time, Nike just said, oh,
• 11:16
  Speaker 1: you're going against the grain and we're gonna We're gonna
• 11:18
  Speaker 1: get red of view. So maybe that's another huge reason
• 11:20
  Speaker 1: why the Nike stock is failing so badly. So where
• 11:23
  Speaker 1: do they go right now? Because here's a company that
• 11:26
  Speaker 1: could have gone in a different direction. That could have
• 11:28
  Speaker 1: actually realized their mistakes twelve years since twenty fourteen when
• 11:32
  Speaker 1: this crap started. Twelve years and now they've lost two
• 11:34
  Speaker 1: hundred billion dollars in market share. Did they learn? I'm
• 11:38
  Speaker 1: betting no, But maybe they go to their current endorsers
• 11:42
  Speaker 1: and athletes. Lebron James, you can't really call him woke.
• 11:45
  Speaker 1: Maybe you don't like him, but you can't. Will they
• 11:47
  Speaker 1: listen to him? This is him at a recent stock
• 11:50
  Speaker 1: market meeting talking about Nike and where they need to go.
• 11:54
  Speaker 1: He says it he's in the company. Will they listen
• 11:56
  Speaker 1: to him? I think this company's gone so far down
• 11:59
  Speaker 1: the hill they can't even hear one of their own endorsers.
• 12:02
  Speaker 3: You got to give back into the roots. You got
• 12:05
  Speaker 3: to get back to being out in the inner city
• 12:09
  Speaker 3: having runners how I was when I first, when I
• 12:12
  Speaker 3: was coming up, you had people with that was literally
• 12:14
  Speaker 3: out in the communities talking to these younger generations, tell
• 12:18
  Speaker 3: acts and then what they like, what they don't.
• 12:20
  Speaker 1: No, that's not done these ways, O Lebron. It's not.
• 12:23
  Speaker 1: Here's the thing, and here's the main reason. Here's number
• 12:25
  Speaker 1: one reason of all. Here's a company that said we're
• 12:28
  Speaker 1: going to tell you what you like, We're going to
• 12:30
  Speaker 1: tell you what to think. We're going to tell you
• 12:31
  Speaker 1: what's right and what's wrong, and we're going to virtue
• 12:33
  Speaker 1: signal the whole way. How'd it work out? Eighty percent
• 12:38
  Speaker 1: market loss since twenty twenty one? Yeah, twelve year low,
• 12:43
  Speaker 1: two hundred billion dollars in market share lost. Just do it? No,
• 12:47
  Speaker 1: you just blew it? Is what you did? Is it recoverable?
• 12:51
  Speaker 1: I honestly don't know, because I don't think they're even
• 12:53
  Speaker 1: that company must be just by going by their corporate
• 12:56
  Speaker 1: makeup and the DEI executive that was convicted of stealing
• 13:01
  Speaker 1: money from the company in their daily goal. I don't
• 13:03
  Speaker 1: know how you cleanse a company like that. Now you
• 13:05
  Speaker 1: look at Anheuser Busch, which is actually owned by MBEV,
• 13:07
  Speaker 1: a foreign company, believe it or not. Even through the
• 13:09
  Speaker 1: bud Light thing, they were able to turn things around
• 13:12
  Speaker 1: quite a bit. We know they got hammered for the
• 13:14
  Speaker 1: Dylan moulda anything we know for sure, But things have
• 13:16
  Speaker 1: turned around over the past year and a half for them.
• 13:19
  Speaker 1: They're not a punchline anymore. They hired Peyton Manning and
• 13:21
  Speaker 1: Shane Gillis to do their Super Bowl commercials bud Light's
• 13:25
  Speaker 1: not as bad in this entire time. Have you seen
• 13:27
  Speaker 1: Nike make any kind of a turnaround culturally? You have
• 13:30
  Speaker 1: they gone back to just do it and going back to,
• 13:32
  Speaker 1: like Lebron said, there going into the market, talking to
• 13:34
  Speaker 1: kids what they want, talking on the customer base, athletes,
• 13:37
  Speaker 1: you know, weekend warriors like me. Have they have they
• 13:40
  Speaker 1: gone to them to try to reach out. I haven't
• 13:43
  Speaker 1: seen it. I don't think they're recoverable. I don't think
• 13:46
  Speaker 1: Nike is going to come back. If they did, it
• 13:48
  Speaker 1: would be amazing. But they get a whole lot of
• 13:50
  Speaker 1: work to do. So there's a company. There's a company
• 13:54
  Speaker 1: that is the true epitome, even more so than the
• 13:58
  Speaker 1: bud Light deal with Anheuser Busch, even more o them
• 14:00
  Speaker 1: bud Light. There's a company that epitomizes go woke, go
• 14:02
  Speaker 1: broke because they never learned and they've had over a
• 14:04
  Speaker 1: decade to do it. So sorry, if you have Nike stock,
• 14:07
  Speaker 1: who could blame you too. It was always one of those,
• 14:09
  Speaker 1: you know, reliable stocks that it has always done great
• 14:12
  Speaker 1: in the country. Not anymore.
• 14:14
  Speaker 3: So.
• 14:14
  Speaker 1: Here's the takeaway. If you are any kind of investor
• 14:17
  Speaker 1: or just a citizen, look at these companies that are
• 14:19
  Speaker 1: willing to learn everybody makes a mistake. I understand that,
• 14:21
  Speaker 1: and I think would be understandable for any company in
• 14:23
  Speaker 1: twenty twenty one, with all that crap going on, to
• 14:26
  Speaker 1: actually kind of reach out to the market, get a
• 14:29
  Speaker 1: little bit woke, to try to reach out to test
• 14:31
  Speaker 1: the waters. They never stopped. All they've done, All Nike's
• 14:33
  Speaker 1: done is dig deeper a hole for themselves and gone.
• 14:37
  Speaker 1: They've tripled down on going woke. How's it working out
• 14:41
  Speaker 1: for them? Would they listen to their own athletes like
• 14:43
  Speaker 1: Lebron Nope? I bet no. So who knows. Sorry if
• 14:47
  Speaker 1: you're stuck with that stock. But the bigger takeaway is this,
• 14:50
  Speaker 1: if you never ever once in a while, because it
• 14:51
  Speaker 1: takes a long time for these stories to happen, and
• 14:53
  Speaker 1: we get so much information these days, and we're so
• 14:56
  Speaker 1: add addicted with you know, one headline is in, the
• 14:59
  Speaker 1: other ones out. Whenever you start to think that you
• 15:01
  Speaker 1: don't make an impact, forget about politics. Vote with your
• 15:04
  Speaker 1: dollars if you don't like something that's going on culturally,
• 15:07
  Speaker 1: taking your dollars away. And obviously a lot of people have,
• 15:10
  Speaker 1: like Ted Cruz said, with Nike taking your dollars away matters.
• 15:13
  Speaker 1: It matters big. That's what makes an actual difference if
• 15:16
  Speaker 1: the company is able to learn from it. Because even
• 15:17
  Speaker 1: if Nike is too stupid to learn from this, other
• 15:19
  Speaker 1: companies are looking at this. Believe me, so your dollars
• 15:23
  Speaker 1: do matter. Who knows? Go woke? Unbelievable? Just blew it
• 15:28
  Speaker 1: all right. Thanks for having me on Wicked Radio live
• 15:30
  Speaker 1: stream and the replay. We'll catch up with you tomorrow
• 15:33
  Speaker 1: on whatever's in the news. We'll be talking about it,
• 15:35
  Speaker 1: most likely making fun of it, but more importantly replay
• 15:37
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• 15:41
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• 15:44
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• 15:47
  Speaker 1: Make it a wicked awesome Thursday, getting closer to the weekend.
• 15:51
  Speaker 1: Just do it.