It's hard to summarize the job title of an EKIN because it includes so many different duties, but they're best described as technology representatives, focusing on brand storytelling using Nike's innovations to educate, market and connect with consumers. "There are e-mails, conference calls, visits to retail partners, events, consumer insights meetings, market travel with out-of-town folks, product seeding with key relationships, it's non-stop work. [...] A recent group of EKINs came up with a term around how they're on the grind 24/7/365 and it does explain the EKINs to the fullest extent". #MakeItCount, indeed.