Before one logs on to NikePresto.tv, one is already in a state of anticipation - given the numerous previous cool and kooky offerings from Nike. Certainly, the connotations of 'presto' and 'tv' and the theme of 'instant' everything hint at something fast, fun and fabulous.
But, after slowly spluttering to life on my superfast broadband connection, the site somehow failed to clear the bar in terms of creativity, content and clarity.
The focus seems to be towards cynical, street-smart Asian hipsters: people who define their own style and don't kowtow to the dictates of multinationals.
Hmmm. It chooses curiously ugly non-models in gritty urban environments to emphasise this point.
However, poor usability, slow loading time and terrible image compression only make this visual dirge even more dire.
On a positive note 'instant world' hosts a cool photography contest - send in polaroids which define you as a street-smart Asian hipster and they'll ... um ... post the winning entries on the site.
By way of freebies and downloads, it offers some mesmerising videos to view some funkadelic screensavers and some lovely dream-like textured wallpapers (but sorry folks - one size only). Pure eye and ear candy but no more impressive than the wave forms on my Windows Media Player.
This one scores pretty high on the cringe-o-meter and pretty low on take-out value. Nike 'instant' ... as in coffee.
