Selling to narrowly-defined affinity groups makes sense, it shows that you understand their concerns. When you "dumb down" the decision to the broadest possible group, it shows great disrespect for marketing.
Based upon the portrayal of Phil Knight by Ben Affleck, it doesn't surprise me much. Assuming the movie is remotely close to the truth, Knight didn't want to invest in Michael Jordan, who was arguably the greatest basketball player of all time and drove Nike into the stratosphere. Nike's market cap went from $280 million immediately pre-Jordan deal to $18 billion when Jordan retired. They thought they were going to sell $3 million worth of Jordan's shoes, they sold $126 million in the first year.
Based upon the portrayal of Phil Knight by Ben Affleck, it doesn't surprise me much. Assuming the movie is remotely close to the truth, Knight didn't want to invest in Michael Jordan, who was arguably the greatest basketball player of all time and drove Nike into the stratosphere. Nike's market cap went from $280 million immediately pre-Jordan deal to $18 billion when Jordan retired. They thought they were going to sell $3 million worth of Jordan's shoes, they sold $126 million in the first year.
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