Only a week earlier on June 28. 2001. Nike had held an analysts' meeting to disclose its fiscal-year 2001 results. The meeting. however, had another purpose: Nike management wanted to communicate a strategy for revitalizing the company. Since 1997. its revenues had plateaued at around $9 billion, while net income had fallen from almost $800 million to $580 million(see Exhibit 1). Nike's market share in U.S. athletic shoes had fallen from 48%, in 1997, to 42% in 2000? In addition, recent supply-chain issues and the adverse effect of a strong dollar had negatively affected revenue.