--- title: "Biggest 'Go Woke, Go Broke' Story Of A Generation: S&P Nukes Nike From Elite Blue-Chip Index" type: "News" locale: "en" url: "https://longbridge.com/en/news/298139596.md" description: "S&P Dow Jones Indices announced Nike's removal from the S&P 100 after nearly two decades, effective September 21. The demotion follows an 80% stock decline from its 2021 peak and a market cap drop to $56 billion. While attributed by some to Nike's focus on 'woke' culture and political issues, the index change reflects broader shifts driven by AI spending and Nike's loss of market share to rivals like On and Hoka. Nike remains in the S&P 500." datetime: "2026-09-06T19:30:13.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/298139596.md) - [en](https://longbridge.com/en/news/298139596.md) - [zh-HK](https://longbridge.com/zh-HK/news/298139596.md) generator: "portal-rs" --- # Biggest 'Go Woke, Go Broke' Story Of A Generation: S&P Nukes Nike From Elite Blue-Chip Index S&P Dow Jones Indices announced Friday that Nike is being booted from the S&P 100 after nearly two decades, another sign of how America's most exclusive blue-chip benchmark is being reshaped by the artificial-intelligence spending boom. But that's not the entire story... Perhaps what really happened with Nike is that it lost its way. Instead of focusing on basketball shoes and athletic leisure, it pursued the whole woke culture, which damaged the brand. Injected itself into far-left politics. And this ... > BREAKING: Nike is set to be removed from the S&P 100 after nearly 18 years. > > The stock is now down almost 80% from its 2021 peak, turning one of the market’s most iconic consumer brands into one of its biggest recent disappointments. pic.twitter.com/3uJNIxcg4j > > — I Meme Therefore I Am 🇺🇸 (@ImMeme0) September 5, 2026 Via Fox News... Not surprising whatsoever who accelerated Nike's demise. > LMAO, look at the marketing & strategy officers for Nike. > > Don’t worry, guys; I’m sure Nike will climb out of the huge woke hole they are in 🥴🫠 pic.twitter.com/7CXinp8VUA > > — Mrs B (@attackdogX) September 6, 2026 S&P Dow Jones Indices noted that Nike will remain in the broader S&P 500. Nike's peak was in late 2021, when it sported a $280 billion market cap that has since crashed to as low as $56 billion following Friday's close, its lowest market capitalization since 2013. No longer a growth story? Nike's upcoming demotion from the S&P 100, set to take effect on Sept. 21, comes after a series of missteps as the sportswear giant struggles to revive sales and has lost market share to rivals including On and Hoka. Perhaps management should not have focused on left-wing cultural issues but instead on clothing and sneakers. ### Related Stocks - [SPGI.US](https://longbridge.com/en/quote/SPGI.US.md) - [DECK.US](https://longbridge.com/en/quote/DECK.US.md) - [NKE.US](https://longbridge.com/en/quote/NKE.US.md) - [.SPX.US](https://longbridge.com/en/quote/.SPX.US.md) - [ONON.US](https://longbridge.com/en/quote/ONON.US.md) - [SPY.US](https://longbridge.com/en/quote/SPY.US.md) - [IVV.US](https://longbridge.com/en/quote/IVV.US.md) - [VOO.US](https://longbridge.com/en/quote/VOO.US.md) - [SPLG.US](https://longbridge.com/en/quote/SPLG.US.md) - [SPXL.US](https://longbridge.com/en/quote/SPXL.US.md) - [UPRO.US](https://longbridge.com/en/quote/UPRO.US.md) - [SSO.US](https://longbridge.com/en/quote/SSO.US.md) - [SH.US](https://longbridge.com/en/quote/SH.US.md) - [SPXS.US](https://longbridge.com/en/quote/SPXS.US.md) - [SPXU.US](https://longbridge.com/en/quote/SPXU.US.md) - [SDS.US](https://longbridge.com/en/quote/SDS.US.md) - [SPYI.US](https://longbridge.com/en/quote/SPYI.US.md) - [JEPI.US](https://longbridge.com/en/quote/JEPI.US.md) - [XYLD.US](https://longbridge.com/en/quote/XYLD.US.md) ## Related News & Research - [At 52 week low, what's going on with Nike stock?](https://longbridge.com/en/news/299533261.md) - [Nike (NKE) Stock May Be 13% Below Fair Value After Onchain Launch](https://longbridge.com/en/news/298846878.md) - [Will Nike's stock price sink to $23? Here are the bear, base, and bull cases over the next year.](https://longbridge.com/en/news/299044052.md) - [Does Turnaround Doubts Change The Bull Case For Nike Stock (NKE)?](https://longbridge.com/en/news/299255668.md) - [Nike stock marks years of declines, leaves the S&P 100 index after years of woke marketing stunts](https://longbridge.com/en/news/298807767.md) --- > **Disclaimer: This article is for reference only and does not constitute any investment advice.**