"Haha... You know absolutely nothing about Nike!" I know that's what you're gonna say. Yes, Nike's primary target audience aren't people trying to stay fit. They are actual athletes.

But this is how we would approach building the Nike brand if they were starting from scratch in a world where there are many people struggling with their health. In this world, there is a problem; the heroes are fat people and Nike is deploying our Samaritan Architecture to help the heroes become who they are meant to be; physically fit people who are athletes.