2026 isn’t about doing more marketing - it’s about doing more of what matters. In this episode, we break down the six shifts redefining association marketing, from geotargeting and behavioral segmentation to smarter metrics, AI’s equalizing force, and the return of email as a powerful owned channel. Unpack why this 2026 will mark a true mindset shift and how associations can finally move from guesswork to meaningful, data-driven action.

From brainstorming to writing to redefining intelligence itself, this conversation challenges the idea that AI diminishes our value. Instead, it shows how AI can elevate human thinking while giving us back the time and space to be more human.

Nike just took a swing at one of the most iconic slogans in history - flipping Just Do It into a new challenge: Why Do It? For those of us who grew up with Michael Jordan and Air Jordans, it feels almost untouchable. But maybe that’s the point - it wasn’t made for us.

In this episode of Rethink Association, Maneesha sits down with Sharon and Adam to debate whether Nike just messed with perfection or made a smart play for Gen Z and Gen Alpha. From nostalgia marketing to sneaker culture, and from purpose-driven messaging to what associations can learn about reaching younger audiences, this conversation asks a bigger question: what are we willing to let go of to stay relevant?