Post by The Business of Fashion

It’s been years since Nike has built up a marketing moment equal to this year’s World Cup. Between the brand’s massive six-minute ad, the celebrities who took part in it and the activations that have followed, the brand’s presence has shined throughout the tournament. It’s unlikely that we’ll see any of that impact reflected in the company’s fourth-quarter or full-year results, which ended on May 31. BoF's Michael Sykes,II shares his thoughts: https://lnkd.in/eyghvXxC