Nike has an endorsement contract with Bode. Nike has always been about irreverence and Bode is a prime example. At the same time, Nike promotes its ties to Pre and his credo - To give anything less than your best is to sacrifice the Gift.
Seems to me Bode gives less than his best. Each time during his race at the Olympics I heard how he took just a fraction of the time allowed for course inspection. His performance in Turin was pathetic and I believe a direct consequence to the lip service he paid to preparing.
Just my thoughts...