Nike is a Petri dish for consultancy companies. Transformational visions are sold into mid level Nike VPs seeking fame and glory. When the vision cannot be realized the consultants earn a return engagement. They blame it on qualifications of staff being insufficient and the cycle continues, Nike lost its way and wants outside help to find it. The funny thing is that all Nike ever had to do was look inward. Now the heart and soul is ripped from Nike in the form of layoffs of those over 40. Vacuum will be filled be young hungry MBA types with no loyalty to brand , passion for sport, or historical context. The "it" factor has been ceded to Adidas, New Balance, Onituska, and Vans.
Better call in some consultants to figure it out.
Hear, hear, @PC7id5f-tsi. i worked for Nike, but I also cared about the brand. Felt proud when we did well, and worked damn hard to help us achieve success. You think any of the greenhorns will feel and do the same?