Nike

13915.238 - 13939.668 Ben Gilbert

You shouldn't send 12 people from Nike, one representing every sport, to go meet with the one buyer at the menswear department of that shoe store. But Nike's an incredibly matrixed organization, and so that's sort of the thing that was happening. The bear case in this is what has kind of gotten lost is an obsession and focus on these individual sports and the journeys in these sports.