Trust but verify: leadership, gender and credibility in the StockX authentication crisis

Research methodology This case was developed using secondary sources, including online news outlets, academic databases and academic textbooks. The purpose of this case is to provide students with an example of organizational trust and strategic communication being shaped by gendered leadership expectations during a credibility threatening crisis. Case overview/synopsis The case centers on Katy Cockrel (she/her), Head of Global Communications at StockX, a technology-enabled resale marketplace with a value proposition that depends on product authentication. In late 2022, amid an active lawsuit filed by Nike alleging counterfeit sales, StockX quietly replaced the label “Verified Authentic” with “StockX Verified” on its product listings. Although the company maintained that its authentication process had not changed, the language shift sparked widespread skepticism among key stakeholders, including buyers, sellers, brand partners, investors and employees. The case places Cockrel at the point when she must determine how to respond to the erosion of stakeholder trust while facing heightened scrutiny as a woman in leadership in a male-dominated executive context. As Head of Global Communications, Cockrel is responsible for shaping StockX’s public narrative, balancing legal constraints, reputational risk and stakeholder expectations. Through this decision point, students are asked to analyze how different stakeholders interpret trust violations, assess the short- and long-term consequences of trust loss and design strategic communication responses to rebuild credibility. The case encourages application of organizational trust theory and strategic communication frameworks, while also examining how gender shapes evaluations of leadership during crises. Rich organizational context, stakeholder perspectives and real-world data support robust classroom discussion and adaptation across courses in strategic communication, leadership, business ethics and women in management. Complexity academic level This case is designed primarily for upper-level courses in public relations, strategic communication or business ethics, particularly within units addressing organizational trust and strategic communication. It is also suitable for courses focused on women in leadership or related topics in organizational behavior. The case has been classroom tested in an upper-level public relations course, where students engaged with it in an in-seat format. It is adaptable to other modalities, including hybrid or online delivery.