Oprah just cut Nike from the team

Nike has spent decades at the top of the fitness world. From the gym floor to city sidewalks, it’s been the brand athletes and casual walkers reach for without a second thought.

But every empire faces a shake-up. And this time, it didn’t come from a startup or a buzzy ad campaign — it came from Oprah.

In this year’s “Footwear O-Wards,” Oprah highlighted her (42!) picks for the best shoes across categories, and Nike was nowhere in sight. The list was stacked with stylish, functional options, but the swoosh didn’t make the cut.

Related: Nike rival hits sneaker giant where it hurts

Honestly, I wasn’t surprised.

Nike had already lost me when it came to gym sneakers. And now, it’s lost me for my daily walks, too. After I published a piece about the (awesome) brand that beat out the sneaker tycoon I’d trusted for decades, that company graciously sent me a few different pairs to try.

Honestly (and no, I am really not being paid to say this), one pair has quickly replaced my Air Max 270s — and now they’re my go-to for every hot-girl walk I take.

And although she forgot to loop me in (a bit rude, honestly), it turns out Oprah and I are on the same page.

How NoBull is making moves where Nike is stagnant

The sneaker Oprah and I both back is from NoBull — a brand that’s quietly building a cult following among fitness lovers, CrossFit regulars, and anyone out here just trying to level up a little each day.

Their Allday Ripstop sneaker is sleek, lightweight, and actually designed for people who move. It’s not just chasing trends — it’s focused on performance. And it delivers.

These shoes aren’t just showing up on the feet of fitness bloggers or your friend who does F45. Even Tom Brady — yes, that Tom Brady — has been spotted working out in them on his Instagram.

Related: Lululemon faces new threat from growing rival

Sure, his brand TB12 did merge with NoBull, but still — if the GOAT’s lacing them up, that sure says something.

There’s no break-in period. No fluff. Just a stable, structured sneaker that works hard, feels good, and performs exactly how you need it to.

Meanwhile, Nike keeps pushing flashier colorways on outdated silhouettes, and NoBull is out here making sneakers that actually deliver.

How Nike’s dominance is being challenged by new brands

Let’s be clear: Nike isn’t going anywhere. The brand remains massive, still embedded in pop culture, and stacked with resources. 

Yet recent Q3 data shows some cracks. In March, Nike reported footwear revenue was down 12% year‑over‑year, a sign that even giants can stumble.

Meanwhile, the power of endorsement has never been more tangible. Oprah’s picks have a history of selling out almost instantly — E! News reports that her lists regularly spark major sell‑out risks — and NoBull looks primed to follow suit.

Consumers aren’t just buying logos anymore. They want performance, substance, and brands that show up for them every step of the way. 

NoBull didn’t just get a shoutout. They got backed — loudly, confidently, and publicly— by someone whose cultural influence is undeniable. 

That’s not a one‑time mention; that’s a market signal. When a brand like Nike sees declining revenue and rookie challengers rack up momentum, you know the sneaker game is in flux.

Game on, Nike. 

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