How Do You Stay Relevant in a World Without Sport?

Nike is a sports brand, but sports had stopped. So the big challenge from a planning perspective was how does a sports brand like Nike stay relevant in a world without sport? And we'd seen really inspirational stories of people doing sport at home I can't remember where it was and a guy was running a marathon in his backyard. It was lying on those tools that we know what Nike stands for. There was a deck that my planet Anthony Holton wrote which I think sticks with me when he worked on the Kobe stuff. He coined emotional accuracy - yes, we can have a point of view on culture and do all the right things as planners, but do we have emotional accuracy?"