And once a brand has lost its cool, it's almost impossible to get it back.

This episode was produced by Ariana Aspuru, edited by Jolie Myers, fact-checked by Gabriel Dunatov, engineered by Patrick Boyd, and hosted by Noel King.

A'ja Wilson of the Las Vegas Aces wearing her Nike A'One player exclusive signature shoes. Photo by Ethan Miller/Getty Images.

Listen to Today, Explained ad-free by becoming a Vox Member: vox.com/members. New Vox members get $20 off their membership right now. Transcript at ⁠vox.com/today-explained-podcast.⁠

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