My wife left me today. She said "it's the Nike thing." I said Nike is a $100 billion brand that fired its own retailers and got out-run by a Swiss company named after a preposition, and the only person on Earth who can save it is Sydney Sweeney in a swoosh, and she said "I'm taking the Hokas."
Let me explain to you what I was trying to explain to her.
In 2020 Nike hired a software guy. Software guy looks at fifty years of owning every wall in every Foot Locker in America and says "what if we sold shoes like Salesforce." They called it Consumer Direct Acceleration. Nike fired Foot Locker. Fired DSW. Fired Macy's. Fired the guy at the mall who's been lacing Air Maxes since Reagan. And that guy didn't die. He just put Hoka on the wall.
She said "you don't even run." I said NOBODY WHO BUYS HOKAS RUNS, THAT'S THE ENTIRE BUSINESS MODEL, and she started packing.
Here's what the software guy didn't understand. Wholesale isn't a channel. Wholesale is shelf space. Shelf space is real estate. You don't abandon real estate in a mall. You abandon it TO SOMEONE. Nike left the wall and On, New Balance, and a running shoe that looks like a Wi-Fi symbol moved in. Nike's app pushed me a meditation playlist. The brand that told me to Just Do It now wants me to Just Log In.
Also the ads became TED talks. Every spot was a journey. Nobody wants a journey from a shoe. A shoe has one job: make me feel like I could beat someone. Nike replaced "beat someone" with "reflect." Ask the stock how reflection went. It lost more than half its value from the 2021 high and the new CEO is now crawling back to Foot Locker like a guy who left his wife for a startup and the startup was an app.
She said "that's you. That's literally what you're doing right now." I said I'm not crawling, I'm explaining the setup.
THE SETUP. American Eagle put Sydney Sweeney in jeans, made one pun, and the stock ripped like a meme coin in a mall. That is the entire trade. Nike doesn't need a Vision. Nike doesn't need a Transition Year. Nike needs 30 seconds, Sydney Sweeney, one bad pun about a swoosh, and every man in America aged 25 to 50 with a Robinhood account will personally rebuild the Foot Locker wall with his hands.
Until then it goes lower. Every "reset." Every "we're encouraged by early signs." Every earnings call is another Hoka on a shelf that used to be a Nike.
She said "I hope Sydney Sweeney is worth it." I said she's worth roughly 400 basis points of shelf share at Dick's and she closed the door.
Anyway I've got a Foot Locker floor plan from 2016 taped above the bed, a pair of Pegasus 36s I'm not allowed to retire until the stock reclaims its highs, and nobody left to explain it to.
So it's you now. Buckle up. Sydney, if you're reading this, the swoosh needs you. So do I.
Spirit Airlines died tonight at the hands of the socialist crusader, Elizabeth Warren
She must be so proud to add another casket to her achievements.
Tonight at 3am, Spirit turns off the lights. 14,000 jobs gone. 30+ smaller airports lose service.
JetBlue offered $3.8 BILLION in cash to buy Spirit in 2022. Shareholders, flight attendants union, literally everyone voted yes.
The combined company would have held 9% of the US market against a Big 4 that already owned 80%.
For anyone who understands numbers: 9% isn’t a monopoly against 80%.
Warren said no.
She wrote letters. She pressured Buttigieg. Biden’s DOJ sued. A federal judge killed the deal in January 2024.
Her argument: the merger would cost consumers $1 billion a year.
Now look at her collateral damage she dusts under the rug.
510 pilots gone in the months after. 1,800 flight attendants furloughed in December.
14,000 jobs in 2023. 7,500 last week. Zero tonight.
And that’s just the people in Spirit uniforms.
Catering goes. Fuel guys go. Baggage crews, gate agents, airport coffee shops, hotels and rental cars in 70 cities Spirit flew to. Every airline job carries 3 more on its back.
40,000 people out of work because of one woman’s moronic crusade against the market.
And the math ain’t mathing.
Spirit abandoned 90 routes during the death spiral. Fares on those routes are up 14% on average. Oakland to Newark: $135 to $288. Fort Myers to San Juan: $92 to $219. Kansas City to Newark up 66%.
That’s reality. Not some BS number from a “study.”
So @SenWarren tell me how this saves the consumer money?
Cheap carriers in a market drop fares 21% across the board. Southwest did this in the 90s and saved Americans $68 BILLION over 20 years.
Warren killed it. That’s what moronic politicians led by socialism do.
Then with her own blind arrogance, she tweeted Spirit’s collapse is “a Biden win for flyers.”
A win.
14,000 people are reading termination letters tonight.
And she’s taking credit.
This is socialism in 2026.
A senator who’s never made payroll thinks she knows how to run a market better than the people who own and work in the company.
She saved you a billion on imaginary paper.
She cost you ten times that in real life.
She didn’t protect consumers from anything.
14,000+ will go from working to welfare.
She will make sure to blame billionaires, hardworking tax payers, AI, capitalism and whatever monster they will make up tomorrow hiding under your bed.
Higher taxes. Fewer jobs. More expensive everything.
She called it a win. I hope you enjoy winning.
I’ve never felt Larry Doby gets enough credit for integrating the American League less than three months after Jackie Robinson debuted for the Dodgers. Today while we honor Jackie, let’s also take some time to remember Larry Doby and his huge contribution to the game.
@marginofdanger Assets are great but management has been gawd awful - so short-term oriented. I have small long position on thesis that management can’t get worse. Perhaps ray of light that they will give some love to the Stevens Pass peeps (that Vail originally told were flat out fucked).?