Nike's brand and swoosh trademark were born in 1971, and through state-of-the-art marketing, climbed to fame in no time.

The website opens rather quickly, revealing splashy Flash technology. As the visitor returns or refreshes, the background picture of an athlete or a shoe will change. The splash page redirects to different national and category websites, including speed, football, basketball, soccer or women. The impact is professional but rather sober in comparison with what lies ahead.

Like playing a new video game, visitors could be hooked for an entire evening just surfing Nike.com. With only two dimensions on a flat screen, the mind is absorbed by Nike's storytelling talent. The intro of "The Outer Limits" comes to mind: "There is nothing wrong with your television set. Do not attempt to adjust the picture. We are controlling transmission. We will control the horizontal. We will control the vertical. […] You are about to participate in a great adventure. You are about to experience the awe and mystery which reaches from the inner mind to the outer limits."

Nike.com flies in the face of usability standards and tests the boundaries to new uncharted territories. From a branding viewpoint, there is much to be questioned or at least debated. But for sure, Nike lives by its standards. It applies to its marketing and entrepreneurialism the same go for it approach that has made its brand known on, and off, the tracks.