"I believe that TV and media right now, these days, are brutally mind-numbing and tedious, and athletics is a place where finding your truth, finding your happiness as a person, is a reality." So says American skier Bode Miller on Nike’s JoinBode.com Web site. Bode probably wouldn’t flinch if you pointed out to him that his current Olympic ad campaign is a multimedia extravaganza driven mostly by TV spots. His contrarian views are entertaining, but there are so many clips on the Web site that it starts to feel repetitive. And when Nike is your sponsor, how subversive can you really be?
—Posted by Tim Nudd