Anne Spangenberg, Vice President of Global Merchandising at Nike shares the story of how Nike started as a company out of a van and has grown to be a global brand. In the beginning Nike relied on one-on-one relationships to drive sales and loyalty. Over the years their reach expanded through various marketing mediums – from print to broadcast to social. Nike is now getting back to its roots in a new way with an emphasis on one-to-one marketing through digital personalization. This personalization is enabling Nike to build stronger and more authentic relationships with their customers.