Nike has been one of the few big brand names in Japan to seize a .jp domain name. With a short URL like nike.jp you can make it really big on everything.
I especially like the product shots - great atmosphere and interesting angles.
No big dead content areas, and everything ties back into marketing campaigns.
The Nike iD section that allows you to custom order shoes, seeing real time multi-angle visual feedback as you choose your options has received a lot of coverage, but remains best in its class.
And for those of you who thought that websites with black backgrounds were passe this website will certainly make you think again.
My main issue with the site is the bottom navigation in the product section - it sometimes disappears off the bottom of the screen and forces you to scroll down to the bottom of the page to access it.
The bottom line: The www.nike. jp website is simply beautiful. I'm not a sportsman, and I've never bought a Nike product, but this site is a compelling experience.
