Question everything #1 - A contemporary classic or fallible fad?
Faking animation through scrolling to tell (an usually arbitrary) story - contemporary classics or fallible fads?
I do enjoy the experience and really dig it when it’s done well which Nike is really owning at the moment. In this example the user does have to scroll to get the best experience… and I use a wacom so that sucks. I find the content in scrolling sites is usually lacking in purpose, but this one (even though is advertising 3 products) is simple as it’s single minded in its message. It works in communicating the message, but unless you want some Nike basket ball shoes (or you’re an industry creative) are you going to like/enjoy the experience and be captivated by the content and wallpapers?
Personal ratings:
Awareness: B+
Acquisition: C-
Apart from the buy now on the right, the actual click through is confusing.
Even though it is “Nike” and as much as most creatives want to work on it at some point in their career, many people buy for the name, popularity and “cool”.
Overal: 7.5/10
And I wouldn’t expect anything less.
http://www.nike.com/jumpman23/aj2012
Other examples of Nike which are also pretty awesome:
