The year 2023 reaffirmed the basic fact that no matter the size of a popular brand, the everyday consumer still ultimately controls the marketplace. 

That year, once-seemingly untouchable corporations like Bud Light and Target suffered significant declines in market cap after using their influence to celebrate transgenderism. 

Specifically, Bud Light partnered with trans influencer Dylan Mulvaney to honor his "365 days of girlhood," while Target introduced "tuck-friendly" swimwear for trans children. Consumers revolted, sending a stern message to the rest of the Fortune 500.

Apparently, Nike didn't quite see it that way.

This week, the New York Times appeared to uncover an initiative within Nike to help fund a study on the use of puberty-blockers on children and how they affect athletic performance. Nike has neither confirmed nor denied its involvement.