It's off to a good start!

As a brand fanatic, the most important event at the beginning of the year has of course not escaped your attention: The hype surrounding the Nike tracksuit worn by ex-dictator Maduro during his visit to the USA, which is now reportedly sold out worldwide. Some are now lamenting the fact that dictator style is no longer what it used to be, just think of Perón, Mobutu or Idi Amin. (Fortunately, at least the Oval Office has regained some luster!)

We, on the other hand, can't help but see the whole picture from a brand perspective, because the jogging suit has been under massive pressure for some time now: TikTok is flooded worldwide with young bros who are swapping Nike Tech for the Quarter-Zip (that's right, the sweater with a zipper that has long since made a career in the London financial world, but is otherwise pretty unspectacular). The trend began when two young Brits - Jason and Richard - founded the Quarter-Zip Movement; coffee also had to make the switch: "We don't do Nike Tech. We don't do coffee. It's straight quarter-zips and matchas around here." There are now countless meet-ups in the real world where cool young guys present the item.

If this continues, the end of athleisure is near, and then even Maduro won't be able to help. But between you and me: if the tracksuit makes a few more appearances at carnival and then disappears into oblivion, that would be a good thing. Or what do you think?