The EKIN program is so secretive that other brands began copying Nike to get a competitive advantage. One particular brand took it a little too far, "there was another brand that was trying to create their own version of the EKINs and they didn't realize what it stood for. They ordered business cards for their tech reps that had EKIN written on them and were actually handing out to retail partners - the manager at a Foot Locker I used to go visit saved it [...] Imitation is the sincerest form of flattery." Ouch.