Roughly 80 responses (and 1,770 views!) in 3 hours on a pretty popular forum with many more on the way. This thread will most likely stay at the top for a while, barring a thread lock, keeping Nike on the minds of its readers. Who knows what else will pop up on other forums and blogs. Bad publicity, even neutral publicity, is good publicity, blah blah blah.

You don't need to launch an ad campaign to target a subculture. Just put up a billboard in a city most of us will never visit and let it grow on its own. I love it!