The question is not how to get managers’ emotional commitment but why manager’s don’t give it even if they like their company. Most managers have plenty of emotional commitment to give to their jobs. If they can be convinced it’s safe and sensible to give it. Check out slapCompany
Plank is making fun of Adidas, haha, how funny. What about Under Armour's slow speed-skating Olympic suits? The suits were slow-with an air vent in the back that acts more like a drag-racing parachute than a second-saving vapor vent. Under Armour hurried to Russia, scrambling to tweak the suits and sew patches over the air vents, hoping that will fix the problem. Now this is funny.
I had the pleasure of going out for a few drinks with him and his team in Hong Kong, I was invited by his office director who is a good friend, I also did some graphics work for them, admittedly he didn't know me at all, but i was an invited guest. I/we was having a good time until he complained about buying me two drinks in a row... I offered to buy a round and he turned his back on me,... nice! I said goodbye to the guys and left!