Nike's (NKE) Shambhala initiative, which kicked off in 1999, aimed to transform Nike's approach to social and environmental issues.

A series of workshops brought together sustainability gurus, speakers, and more than 50 managers from across Nike's many divisions to discuss ways to push the envelope on internal and product-focused sustainability.

The events were hugely successful, but the challenge, says Justin Yuen, a former intranet developer turned corporate social responsibility manager at Nike, was finding a way to keep that sense of community and engagement among individual participants after they returned to their teams.

Read the complete article here:

http://www.businessweek.com/technology/content/jul2009/tc2009077_900826.htm

Our opinion:

This has been an interesting series of events to engage with their stakeholders. Social media and stakeholder engagement go very well togehter. This is what Nike has realized. But obviously is the devil in the detail. We will see how this will develop in the future. I will keep everyone updated.