Nike are ditching the Trump Organisation by terminating the lease on their iconic Nike Town NYC store in Trump Tower. Nike’s spokeswoman denies that politics played a role (ha!), telling Forbes that the brand's new Fifth Avenue space will provide ‘more opportunities to play with new concepts.'
With five years left on the lease, it's hard not to connect the decision with widespread anti-Trump sentiments and mounting pressure on progressive brand to distance themselves from the Donald. The tens of thousands who signed petitions through Courage Campaign and Ultraviolet calling on Nike to withdraw their store (i.e. millions in rent money) will no doubt be rapt with the impact of their people power. Trump Organisation are yet to comment.