The downfall of companies like Kodak (KODK), Blackberry (BB), Nokia (NOK), and Blockbuster are ones for the corporate folklore. Once household names that have now been lost in oblivion, the reason for their irrelevance was that they did not keep up with the times and held the false notion that their way of doing business was the only one, making their obsolescence imminent.
However, what about a company that made a blockbuster debut on the exchanges with a 163% pop in its share price, having celebrity backers like Leonardo DiCaprio, Bill Gates, and comedian Kevin Hart, among others, which operates in a market that is increasingly associated with healthy living, and which commanded a peak market cap of about $13 billion just six years ago, seeing its stock nosedive by more than 55% on a single day and witnessing its market cap languish at levels of $60 million now? Beyond that, it has a short interest of 40% for its total float, too.
