It’s the wold’s most valuable sports brand. And it all began when founder Phil Knight decided to start selling track shoes out of the trunk of his car in 1976. Today, Nike is a global athletic shoe and apparel juggernaut, with a brand value of nearly $15 billion U.S. But a string of public controversies in the 1990s and early 2000s over the working conditions at some of Nike’s factories around the world threatened to derail close to 20 years of brand building in one fell swoop. Allegations of child labour, poor wages and dangerous working conditions at various locations in its global supply chain triggered widespread protests and seriously threatened Nike’s very existence. And while the company initially denied any claims of wrongdoing, further damaging its reputation, it eventually responded with humility and transparency. Today, Nike makes its supply chain practices transparent and available online and uses social media in various forms to actively listen to and engage with its stakeholders in order to influence where and how its products are designed and manufactured – all critical elements of effective, and modern, supply chain management.