Nike, almost from the beginning, has been a win at all costs outfit. I wrote on another thread - probably now long deleted - that Nike in the eighties was principally a pharmaceutical supply house. I really doubt that much has changed. Think about all of the prominent Nike athletes who have been busted in the last 15 years. Lance is only the latest. If the PGA cared about PEDs, Tiger Woods would, I'd wager, be scheduled for a tell-all sit down with Oprah.
Nike is kind of like the mob, or, a cult. They're very powerful, exercise great control over your life, compromise your ethics early, and then, use that as leverage to ensure your obedience.
I wish the hype were true. The ethos evinced in the Nike commercials is inspirational, what sport ought to be about. I wish that was also what Nike was about. Of course, I also wish that politicians only ran for office to make the world a better place.