Nike Has Lost 80% Since 2021. Can It Come Back? | Ep. 1

Nike's stock is down about 80% since 2021. Can it come back? The last time Nike lost its crown, it got it back. January 6, 1987: Nike's quarterly profit had just fallen 47%, and Reebok had taken the No. 1 spot in U.S. athletic-shoe sales. Using Nike's own annual reports (including Phil Knight's letters to shareholders), wire stories, newspapers and court records, this episode of Nike history retraces 1984 to 1989: Nike's first quarterly losses, Reebok's aerobics boom, the 1987 job cuts, and the decisions that followed — visible Air, heavy TV advertising, and "Just Do It." By the end of 1989, Nike was No. 1 again. And the story that Michael Jordan saved Nike? The record says something else. Legend Lens · Episode 1 — watch every episode in order:    • Legend Lens — All Episodes   Chapters 00:00 Down 80 Percent 03:13 The Running Company 06:51 Losing the Crown 10:29 The Decision 14:00 Number One Again Sources Every number on screen shows its source. Main records: Nike annual reports (1984–1989), UPI, Los Angeles Times and Washington Post archives, a U.S. District Court ruling (2001) and Harvard Business Review (1992). Photos (Wikimedia Commons): Davide Costanzo, CC BY 2.0 · Kazuhiro Keino, CC BY 2.0 · Clare Bell from Leeds, CC BY 2.0 · Stefan Drößler, CC BY 4.0 · Gary Halvorson, Oregon State Archives, CC BY 4.0 · M.O. Stevens, CC BY 3.0 · Nielsoncaetanosalmeron, CC BY 4.0 · Rick Obst from Eugene, United States, CC BY 2.0 Some scenes are AI reconstructions and are labeled on screen. #LegendLens #Nike #BusinessHistory