Nike is not in the altruism business.
It is in the product selling business.
So the sporting goods giant’s decision to extend its partnership with USA Track & Field until the end of time – actually 2040 – may not solve issues for hugely successful but financially strapped track athletes like Lashinda Demus, an intermediate hurdles world champion and Olympic silver medalist.
Demus spoke for many of her sporting compatriots in 2011 when she said, “We know we're competing in a dying sport. People are making $15,000 a year and calling themselves a professional athlete."
Things haven’t gotten any better since.