It appeals to different personality types through an interesting customisation of the intro animation, with five different versions. But it is disappointing to see that this interesting idea is not carried through in delivering the main content.
The site is easy to navigate and offers a mix of informative and entertaining content, interspersed with strong visual images. The main content is structured around three key areas - Prepare, Perform and Push - representing 'Physical Activity Learning', 'Nike's Product Range', and 'Feel-Good Elements' respectively.
Surprisingly, unlike other Nike sites, the product demonstration window is simple and does not offer any high-tech features such as a 360-degree view or colour palate. Member registration is a standard Nike.com email, which fails in creating a post-visit experience around Nike Beautiful.
There are interesting feel-good features - assembling a Mantra or downloading screensavers - which should help create a viral effect.
Overall, nikebeautiful.com provides a beautiful experience - Just Visit It!