Extraordinary athletes, ordinary content: why even Nike should make more of its talent

Extraordinary athletes, ordinary content: why even Nike should make more of its talent

Nike’s former global editor, Dan Rookwood, argues that brands are leaving value on the table by wasting their allocated time with star athletes. Since landing my first job on the sports desk of The Guardian’s website in 2000, I’ve spent a good chunk of my career interviewing athletes.  Sometimes it has been a joy – [...]