On a crisp morning on 24th April 2013 an eight story building which housed roughly 5,000 workers collapsed. The bodies of at least 200 employees were found among the ruins. Nike, one of the biggest consumer brands worldwide, was largely associated with the factory collapse and publicly shamed for its abusive labour practices. Since then it has managed to make a turnaround, including a shift towards collaborative communities. To do that, Nikeplus, a non-media social hub and in many ways a cultural commons where online interactions are complemented by offline meetings, was co-created with Apple.