Nike can’t just do it any more
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1843<br>Nike can’t just do it any more<br>The sportswear giant is trying to recapture the zeitgeist. But can a big brand still be cool?<br>Share
Jun 5th 2026|27 min read
By Amanda Chicago Lewis<br>Doechii, the rapper, is cool. First she went viral on TikTok. Then her lewd, braggadocious flow earned her Best Rap Album at the 2025 Grammys. By the time Pharrell Williams dressed her in Louis Vuitton at the Met Gala last year, the 27-year-old Florida native embodied all the qualities of an It Girl.
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