While the cult of Nike may sport an altar that many are already worshipping at, it’s perhaps not common knowledge just how accurate that expression really is. The folks over at Sole Collector recently sat down for an interview with Matt Fine (pictured above), president of Shiekh Shoes and a former EKIN at Nike. Fine explains the existence of the EKIN who are basically a (not so) secret division of Nike marketing, employed to preach the Nike message and use innovation and grassroots development to convert the unlaced masses.

The program was created in 1981, and Nike co-founder Phil Knight was one of the first EKINs, named so because they were required to know the brand backwards and forwards. Fine explains the role is one that requires intense study: “basically you are a product expert and you’re tasked with understanding all the new technologies – understanding who’s wearing it, how it’s being marketed, how it’s being positioned”. He conveys the role of the EKIN as that of a Nike storyteller, visiting stores across the country and evangelising about products.

Turns out EKINs require some serious training too; each one undergoes a nine-day Rookie Camp at Nike headquarters in Beaverton, Oregon, and initiation may even see some EKINs emblazon their feet with a ‘Swoosh’ tattoo. The devotees’ hard work is rewarded with access to every new sneaker and technology in their developmental phases, which sounds a heap better than what Scientology is offering these days. If you’re open to indoctrination for profit and want some further info about the cause, check out the write-up for the interview via the link below.

[Via.]

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