Every brand needs to be ready for its Maduro Nike tracksuit moment

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.