By Andy Marston, Sports Pundit
Nike has quietly launched on Substack with the launch of a newsletter called In The Margins, a bi-weekly publication dedicated to new sports writing.
The Substack published its first post two weeks ago: Coming Out As A Jock, a personal essay from writer Robert Cordero, better known for his work with Department of Edge and The Business of Fashion.
Since then, In The Margins has featured contributions from authors like Sean Thor Conroe and Sarah Cristobal, who’ve written heartfelt essays on themes like fatherhood, tennis, and the endurance of motherhood.
It’s part of a bigger shift under new CEO Elliott Hill, whose arrival in January has seen Nike return to more expressive, culturally engaged marketing.
Daniel Yaw Miller, who broke the story, describes In The Margins as “the latest indication that Nike is getting comfortable once again being a little more experimental about how and where it shows up in sports culture.”
Why It Matters:
Nike’s move reflects a bigger trend highlighted by Monica Khan, which is seeing the smart brands no longer trying to ‘take back control’ from creators, they’re finally letting go instead.
In The Margins is a strong example of that, quietly handing the mic to trusted voices without trying to force a brand agenda.
There’s also a shift in how content is delivered. Compared to traditional social platforms, Substack (and newsletters more broadly) offer more reliability and ownership: when someone subscribes, your content actually reaches them.
From Tom Brady and Russell Westbrook to American Eagle and The Real Real, more public figures, athletes, and brands are embracing newsletters as a direct-to-audience play, as well as offering them a chance to establish depth.
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