The original idea of the Underground Literary Alliance was to create demand before worrying about supply. All focus was to be on creating buzz, and feeding supply into it once the buzz was strong enough. This flipped standard behavior on its head. The ULA was designed to be a "caper." It was a sales campaign-- selling the ULA name itself.
1.) Beatles 1964.
Nike was a sales campaign from the beginning. The purpose was selling the Nike name. They don't own their own factories. They contract out, setting the standards they want the many individual producers to follow.
It could be argued that a huge publicity campaign is all Nike is.
The ULA should've worked like this. The p.r. end has to be in control of every aspect of presentation and direction for it to have a chance of success.