The capture of ousted Venezuelan president Nicolás Maduro thrust Nike into the spotlight. It won’t be the last time a brand gets some unexpected product placement—for better or worse. Brands love to insert themselves into cultural conversations or piggyback on buzzy current events, a strategy sometimes called newsjacking. But it can happen without seeking, or even wanting, the attention. The borderline absurd virality of a Nike tracksuit evidently worn by Venezuelan President Nicolás Maduro as he was taken into the custody of American captors is the most high-profile recent example—but it definitely won’t be the last.