Nike: It's Not A Shoe, It's A Community

One of the nicer headlines in this week's Business Weeks : Nike: It's Not A Shoe, It's A Community.
The article comments on the new site launched during the Worldcup and concludes: " It's a huge U-turn for the mighty marketer -- and a recognition that it needs to get consumers' attention in entirely new ways beyond blasting top-down mass messages."