Nike is one of those companies that can be irritatingly press shy when you want to write about them but gets antsy if the media ignores it for too long a case in point being the Olympics because they have some superstition by which they must spend 11% of their sales on pointless exercises of what it calls demand creation. This is like funding one and a half 2008 presidential campaigns every year. Because Nike employs a lot of hypercompetitive, marathon-runner-type overachievers who suffer from a profound lack of purpose, every few years someone there decides Just Do It is not doing ...

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