What started as private correspondence between an MIT grad student and Nike has gotten major media play, and it's not slowing down. Anya Schiffrin It all started as a sardonic e-mail snipe from an MIT grad student to Nike, but within days, the correspondence had become a global news event. On Wednesday, the media mushroom hit prime time when the e-mail author Jonas Peretti and a Nike representative appeared on the Today show.
Most people ask the company to put their own names on the shoes.
An e-mail correspondence ensued. Nike was unmoved. Peretti forwarded the correspondence to 10 friends. That's when the story really picked up steam. The thread is all over the Web, and the story has made it to the pages of the Village Voice, the Wall Street Journal and the London Independent.