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Hmm...yes, embrace social networking, but it can work both ways. I wonder if their site showed all the negative criticism over the O'Connell incident recently? http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2008/10/20/BAUC13L3GQ.DTL

vinnie mirchandani

Devan, I am glad that incident ended fairly. But sports is full of personalities and fan passion and there are controversies all the time, all around the world. Nike's PR, I would suggest, is pretty savvy about what goes around events and athletes they sponsor. The payback from this customer network though has been pretty impressive while so many other companies are mortally afraid of social networks or still trying to figure out Facebook

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