Yes, I would agree that in the past Nike have generally been ahead of the curve in their campaigns, creating the trends rather than following them (even if they

Yes, I would agree that in the past Nike have generally been ahead of the curve in their campaigns, creating the trends rather than following them (even if they are just mainstreaming co-opted coolness). I've just been thinking about this and I've noticed something recently. The time it takes (for techniques/trends/fashions) to go from obscurity to mainstream is asymptotically approaching zero and even I find myself noticing a cool thing one week, and as soon as a few weeks later dismissing it as passé and tired. The window of opportunity to exploit something new is shrinking fast. My reaction to the Nike ad is probably symptomatic of this whole process and living life in Internet time like a character from a Charlie Stross novel :-)