I'm wondering now what other kind of actions they've planned to work alongside Substack content.. I'm seeing Nike going back to its core. The traiblazer spirit they know they need to bring back.
Thank you Reg, I hope you’re all good man. I agree, it’s such a hard thing to come across as authentic as a big company on a platform like this. I think going in quietly and using your platform to spotlight cool people in your network has to be where they start
This was a great breakdown. What I keep coming back to is the tone from them - it’s casual, a little self-aware, and surprisingly fan-first for a brand like Nike. There’s something smart about using a format like Substack to test how far they can stretch the voice without losing the brand.
That said, the newsletter space is getting crowded fast. If the insights or tone don’t feel specific, it’s easy to blend in. Curious to see how this evolves and whether Nike starts pulling in more distinct outside voices to build something that feels more editorial than branded. Any idea what kind of creator they might bring in to assist in the growth?
I love how you break down how Nike is at its best when it goes small—when it doesn’t flex its muscle but just let the culture lead.
Interesting, have to read this one.
I'm wondering now what other kind of actions they've planned to work alongside Substack content.. I'm seeing Nike going back to its core. The traiblazer spirit they know they need to bring back.
whispers “just do it”
My turn now to run to read this piece as soon as I saw it in my inbox. LOVED IT
You’re the best! So glad you liked it
Great piece man. Fascinating to see how the big brands might establish and build on Substack… if at all.
Thank you Reg, I hope you’re all good man. I agree, it’s such a hard thing to come across as authentic as a big company on a platform like this. I think going in quietly and using your platform to spotlight cool people in your network has to be where they start
This was a great breakdown. What I keep coming back to is the tone from them - it’s casual, a little self-aware, and surprisingly fan-first for a brand like Nike. There’s something smart about using a format like Substack to test how far they can stretch the voice without losing the brand.
That said, the newsletter space is getting crowded fast. If the insights or tone don’t feel specific, it’s easy to blend in. Curious to see how this evolves and whether Nike starts pulling in more distinct outside voices to build something that feels more editorial than branded. Any idea what kind of creator they might bring in to assist in the growth?
For people new to the platform… how do I find it? :)
Welcome!! It's here: https://www.inthe-margins.com/
Very cool! I look forward to reading more of your writing!