‘Winning is everything’: Inside Nike’s Olympic comeback plan

It’s gray season in Beaverton, Oregon. Wet and dank, just warm enough not to be snowing, the moment in March when everyone wearily agrees that winter is supposed to be over. Serena’s tennis court sits empty, speckled with a few dozen fluorescent balls; a “No Walking” sign warns people off Ronaldo’s soccer pitch. Heidi O’Neill, the company’s president of consumer, product, and brand, sits in front of a window, seven stories high in the Serena Williams building on Nike’s 400-acre global...