I know quick, instant, knee-jerk reactions and responses are what go viral and fuel the internet, but I like to stew on things and get things correct in my head before speaking. Luckily by being in my fourth city (LA, NYC, Boston, London) in seven days, I’ve had loads of time to think, and not much time to write.

So what’s been happening since last time?

A few other people started complaining about the Nike ad campaign that I complained about last Monday.
I spent the weekend at the Boston Marathon with the coolest (but also friendliest) people in the world.
I flew straight from Boston to London for my book launch in Dalston this evening with the author of the Harry Styles x Haruki Murakami article, plus two other events.

Like I said: not much time to write. I know you’re here because you like longer form messages, but it’s easy to update via Instagram so follow there if you wish. Like this photo, for instance:

Our sign at Mile 19.5 of Boston Marathon, on the Newton Hills.

RUNNERS TOLERATED

Overall, this particular ad just felt like a ham-fisted ‘how do you do, fellow kids’ attempt to get in with runners. It failed.

Every marketing planner/strategist on LinkedIn has given their tuppence on what Nike’s polemic campaign has taught them about B2B sales, but here are my quick rebuttals and points of view.

Nike’s share price is down 65% in the last five years. My hot take is that Nike is the challenger brand in running now.
They’re throwing money at the trail space a few years after everyone else did.
They’re rumored to be re-launching their pioneering running fashion category, Gyakusou… a few years after everyone else did.
They tried (and failed) to write a Tracksmith-style ad campaign because that’s a brand they’ve lost ground to over the past decade.

In 2026, Nike might just be a challenger brand bankrolled by past glories.

Runners tolerated

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