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Negotiating with Nike: Allyson Felix Enc...

Elias, Allison, Ko...

Case

Negotiating with Nike: Allyson Felix Encounters the "Kiss of Death" (B)

Elias, Allison; Kosher, Rowena

OB-1458 | Published March 25, 2026 | 3 Pages Case

Collection: Darden School of Business

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This case, a follow-up to "Negotiating with Nike: Allyson Felix Encounters the 'Kiss of Death' (A)" (UVA-OB-1457), reveals the decision celebrated track and field athlete Allyson Felix made about whether to share her own story in light of the controversy surrounding Nike, Inc., and its treatment of the pregnant and postpartum athletes it sponsored. Used together, the A and B cases in this set explore how athlete activism, brand positioning, and values-driven partnerships can drive change and reshape industry standards while strengthening both personal and corporate brands.