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Or perhaps they DO know their target audience/customers. I took a friend to my local outlet mall for specific work shoes. Making myself enter the Nike Store I saw 70 or so customers, four of which were white folks. The town is about 91% Caucasian so all I could figure is peer envy fueled by athlete worship.

Nike's stuff was hideous and seemed shoddy compared to New Balance and Adidas but that opinion may derive from the "inherent racism" I didn't know I had. We denied some Chinese kid their 30 cents that day and found far better shoes elsewhere.

Or perhaps they DO know their target audience/customers.

If I am Nike or Dick's, I have no doubt that they've made a call that a) the value-enhancing potential of going woke exceeds the attendant value destructive, or b) they don't care because going woke is the "right thing to do."

In the case of a), then they have analytical validation that their target market choice is value-accretive. I may disagree with their choice on moral grounds, but at least they DO know their target market and they don't care if I hate or love 'em. I can take a hint, so good luck....but I will NEVER buy their output ever again.

In the case of b), they should change their corporate designation to a 501(c)3 because they have made politics their religion and their dogma is insouciant liberalism. Ther Board of Directors should also fire management for derliiction of agency.