The Tweet That Paid Off 15 Years Later

Nike’s best marketing move right now isn’t an ad. It’s finding the people who were there before the hype.

My good friend Aaron (@airon0828) got a DM out of nowhere a few weeks ago.

It was from Nike. They told him an old post of his had caught their eye, and they wanted to send him something to brighten his day... and his closet. He texted me immediately. “You think this is legit?”

We dug in. Checked the account, the messaging, the timing. Everything pointed t…