Nike is doing the best they can with the current generation. Obviously their glory generation was Federer, Nadal, Serena and Sharapova but that’s not going to happen ever again. Their hope must be to bank on Alcaraz and Sinner as their popularity grows globally, especially if they manage to create and sustain the Big 3-like hype for an extended period of time. But that still requires another couple of seasons of constant grand slam battles and then extending it to another 5-10 years. Big IF.
The previous generation of NIKE stars set such a high bar for a mix of on court and off court successes that it’s hard to find a replacement for that.
On the female lineup, no girl here was able to come even close to Serena/Maria levels of consistency both results-wise and off court hype and controversy so Sabalenka, Osaka, Raducanu and Zheng are the best they can get at the moment.