including golf with Tiger Woods, cycling with Lance Armstrong, soccer with Wayne Rooney, and football with Michael Vick. Over time, Nike developed a deep expertise in creating heroes. It picked athletes that succeeded against the odds—cancer survivor Lance Armstrong, double amputee “blade runner” Oscar Pistorius, and other athletes hailing from disadvantaged backgrounds. Although this core competency made Nike highly successful, it has not been without considerable risks. Time and time again, Nike’s heroes have become unmasked as cheaters, frauds, and criminals, some of whom have committed serious felonies, such as (alleged) homicide. As Nike veers from one public relations disaster to the next, disappointment with the brand and its promise may eventually set in causing customers to go elsewhere. 2
After reading the chapter, you will find more about this case, with related questions, on page 120.
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