Nike and the Arrogance of Moral Certainty
Russ Klein

Well written, Mr. Klein. But I can’t completely agree with the takeaway. While it’s true that declaring a strong position on divisive public issues can decimate the bottom line, sometimes it’s enriches the bottom line (see Chick-fil-A, where, irritatingly, its opposition to gay marriage has not marred the public’s love for its product). We’re living in a time where people are looking for ways to express their values. They’re doing so in ways that go beyond historical behavior. New behaviors includes who they follow/like on Instagram, podcasts they subscribe to, TV shows they watch, and the products/services they buy. Whether it’s Chick-fil-A or Patagonia, consumers are looking for ways beyond voting to express their positions. I trust that Nike knows its customer and has thought carefully about long term, global demographic & psychographic shifts. Those trends likely do not favor the opinions held by people compelled to burn Nike sneakers.