Availability, Quality, Price - Not in that order

I referenced this article in my last post.

With regard to this decision:  Nike gets it. 

Nike is aiming to merge the physical world of sport with digital services, said President and Chief Executive Mark Parker, adding that the company has never seen so much opportunity for innovation.

"Data that was once available only to top athletes is now available to athletes of all levels," said Parker. [emphases mine]

Do you see what they've done?  Nike is doing what Kodak did not.  It's looking for the next big thing, and it's working to realize that product for the people who want that technology but haven't been able to access it.  They have the eyes to see that opportunity abounds, and, by taking advantage of those opportunities, using them to serve their customers' interest, they intend to help their company maintain its elite niche in consumer athletic goods.