The MiniCase indicates that Nikes core competency is to create heroes. What does this mean? How did Nike build its core competency? Does this core competency obey the criteria resulting from a VRIO analysis in a resource-based view of the firm? In other words, is the core competency valuable, rare, and inimitable, and is Nike organized to capture the value created?

Is Nike facing the Icarus paradox? What would it take for Nikes approach to turn from a strength into a weakness? Did this tipping point already occur? Why or why not?

What recommendations would you have for Nike? Can you identify a way to reframe the competency of creating heroes? Or a new way to build the Nike brand through other, similar concepts?

If you are a competitor of Nike (such as Adidas or Under Armour), how could you exploit Nikes vulnerability? Define that vulnerability and provide a set of concrete recommendations.