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  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

Just Like That, Nike Did It.

Credit where credit is due…

For the last twenty years, Nike has paved the way for women’s sports. 

They have been untouchable. No one has gotten close to Nike in pushing women’s opportunities and showcasing great female athletic talent.

But just like that, Nike took their own “Just Do It” mentality a little too far and threw the biggest Hail Mary ever in a bizarre attempt to stay relevant (when they already were)…

And in doing so, they have single-handedly done more to damage their reputation online than the past ten years building it.

Here’s what went down:

Rather than staying focused on their vision and principles (and serving their loyal market of sports and fitness enthusiasts), they took a gamble with some misguided marketing advice (probably from millennials who wouldn’t ever wear their gear because they can’t get off TikTok to actually play sport) and decided to make Dylan Mulvaney — the trans influencer, the face of their new Nike women’s range.

Even Caitlyn Jenner is saying Nike has lost the plot… which really is saying something.

It makes me think:

A business that is principled needs to win every time… But the pressure to be woke only needs to win once.

So if we can put Nike’s terrible and dark history of child slavery aside for a minute, their principled position of pioneering opportunities for women — which they’ve done so well for decades —  has been utterly eroded by one stupid and mindless lapse of judgement.

And to no one’s surprise, the backlash is deafening. Nike’s full-time content team can’t delete the negative comments (mostly by women) fast enough.

The business lesson:

We should all have a clear vision and set of guiding principles when we don’t need them, so we have them for when we do.

And I bet that somehow, Phil Knight (who stepped down as CEO about 7 years ago) probably didn’t vet this ‘marketing campaign’ before it went live. Because if he did, I’m sure it would have been vetoed faster than Nike’s Vaporfly selling out on launch day.

And of course, you might think that ‘this doesn’t apply to me, because I’m not Nike’…

But I’d challenge your thinking on that for this reason:

What we do, who we serve, and how we do it is just a tiny, minuscule fractal of Nike.

It’s all the same.

Principles are principles, and it doesn’t matter how big or small you are.

A good way to think about it is like this:

Principles, values and vision is like life insurance for your business…

It’s too late to get it when you find out you really need it.

Happy long-weekend folks,

– Karl Goodman

Don’t Stop Here

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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.