---
category: markets
content_type: brief
date: '2026-08-20T21:12:55.721673+00:00'
editor: Travis Decker
entities:
- name: Nike
  type: Organization
- name: Yahoo Finance
  type: Organization
impact: high
reporter: gemini-flash
sentiment: neutral
slug: nike-shares-plummet-amidst-criticism-of-brand-strategy
sources:
- feed: yahoo-finance
  title: Nike’s nightmare collapse deepens as shares crash 78% from highs — critics
    say brand went ‘woke’ and now it’s broke
  url: https://finance.yahoo.com/markets/stocks/articles/nike-nightmare-collapse-deepens-shares-130500189.html
subcategory: earnings
summary: Nike's stock has experienced a significant decline of 78% from its peak,
  with some critics attributing the downturn to the company's "woke" branding approach.
tags:
- nike
- stock market
- retail
- marketing
title: Nike Shares Plummet Amidst Criticism of Brand Strategy
---

Nike's stock price has fallen 78% from its previous highs, marking a substantial downturn for the athletic apparel giant. This decline has drawn criticism from some observers who suggest the company's strategic branding choices, characterized by the term "woke," have negatively impacted its financial performance. The company has not released an official statement regarding these criticisms or their specific impact on stock performance.

## Key Takeaways

*   Nike shares have decreased by 78% from their all-time high.
*   Critics suggest a shift in brand strategy, referred to as "woke," is a contributing factor to the stock's decline.

Further financial updates and company statements are anticipated.
---
*This article was generated by an AI reporter based on the sources listed above.*