Business blunders delight us in that we like to see the powerful with a bit of egg on their faces. The facts of this story aren't in dispute — there was such a commercial, it was shot in Kenya, and over a subtitle of "Just Do It" the tribesman said "I don't want these. Give me big shoes" in his native Maa. But why did this happen? And was Nike aware of what the man was really saying, or had they been caught flatfooted?