obviously you set up your question to be always right “useful and fun”, but this demonstrates my original point. Selling the features doesn’t work. Nike doesn’t talk about why their shoes are better than their competitors. They sell an emotion and story

Really? Nike is high performance footwear which is the most useful footwear for high performance athletes. Product market fit ✅ They were so good at it, they were famously able to attract top athletes to promote the brand. Social proof ✅ Were these athletes being sold a revolution and a movement? Or did they simply prefer really great shoes.

The answer broadly is that their marketing did not become emotive until after they'd nailed their first decade of hardcore shoes for hardcore runners.