Joaqin Hidalgo, of Nike: we are very fond of saying that the consumer decides. We have become much more of a consumer centric brand. Now we put consumer smack dab in middle of everything
we do, placing the consumer i the center and engaging with them is what we like to do.  our consumer: growing up in different world. One big thing changing in their world is
notion that they are digitally enabled and connected.
But they don't call it digital, for them it's just life. they have more choices and options than ever and because of that, it's important
brands continually engage with them. They don't have time for you, they aren't paying attention.