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Nikeology

A frank conversation with retail analyst Simeon Siegel about the current anxiety and uncertain future of Nike, as the storied sneaker brand works to win back mindshare within our disintegrating monoculture.

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Elliott Hill Nike
As still-new Nike C.E.O. Elliott Hill works on getting the company back on track—I sat down with Simeon Siegel, a retail analyst at BMO Capital Markets, to get a temperature check on one of the last remnants of our disintegrating monoculture. Photo: Courtesy of Nike
Lauren Sherman
April 17, 2025

On Sunday, minutes after the long-suffering golfer Rory McIlroy finally won the Masters, Nike released an ad featuring a pimento cheese sandwich, that famous green jacket, and the tagline, “This was always waiting for you.” On some level, this wasn’t all that different from the zillions of other coital bliss ads that Nike has created for its other star athletes following a big win or surpassed milestone. Eagles quarterback Jalen Hurts got his own spot after winning Super Bowl MVP. The pimento cheese sandwich bit was corny, sure, but it’s a thing at Augusta National, where the Masters is played.

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