I have always thought that Nike is pretty cool as companies go. But clearly I’m more than a little too old and definitely not part of the skateboarder scene. This article tells a fascinating story about how Nike smacked its head against the funky tastes and value system of the skateboard culture for more than a decade. Several times it tried major product and marketing initiatives and every time it failed. Finally on their fourth try, they got it right. Instead of trying to change the customer, they changed how Nike approached the market. They finally listened. And, as a result, they finally got cool in the eyes of the skateboarders.