As a parent and when my kids were in high school Athletics, I looked to good sport role models for my kids to emulate - not egotistical self promoters.
Might I suggest to Nike to stop with the shock and start with positive, good looking, educated sport role model - for kids sake and their parents.
Grant Fisher comes to mind. He also crosses cultural boundaries, as well as geographical, due to his heritage and is a pleasure to watch and listen to.