The Soul Of A New Nike

It's bounding into every sports market, from hockey and soccer to Chinese women's basketball

Nike Inc. loves to burnish its maverick image. Two years ago, the footwear giant, based in Beaverton, Ore., noisily paid the legal bills for figure skating's bad girl, Tonya Harding. More controversy ensued when Nike outfitted tennis contender Mary Pierce in a provocative black halter dress during her surprise loss at the French Open on May 31. But Nike's most shocking antic may have come earlier this year, when Chief Executive Philip H. Knight brashly forecast that Nike would double in size--from $6 billion to $12 billion in revenues--within just five years.

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