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One moment worth $20 million a year

Updated: April 12, 2005, 3:55 PM ET
By Darren Rovell | ESPN.com

In the time it took the swoosh to disappear over the lip of the cup on the 16th green, Chris Mike had already picked up the phone to discuss strategy with Nike's advertising specialists about how to capitalize on the defining moment of Tiger Woods' fourth Masters title.

Nike pays Woods $20 million as its top endorser, but it's Mike's job to seize on moments like Woods' amazing chip shot on Sunday.

"When I saw the shot roll in, I knew that what we would be doing for the next quarter ...

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