Provoke the Woke?
Across the world, brands are waking up to the need to be part of larger cultural narratives. But being ‘woke’ brings its own challenges.
Nike: Big shoes to fill
When Nike took a stand last year, I saw it as an excellent brand play. While that hasn’t changed, recent developments based on LeBron James and the protests in Hong Kong are proving to be a test of character for the brand, because billions of dollars of revenue from China are at stake. Despite the high stakes, this could prove to be an invaluable lesson for the brand on how to shape its personality to navigate the storms that lie ahead. The die is cast, and Nike now needs to fill its own big shoes.