Nike's mantra is "Just do it," but very often what the
company does is doing runs counter to everyone else. Their new
Web site is a perfect example. Located at http://www. nike.com,
Nike's site is designed as a media guide, not with a consumer-
oriented sales pitch as might be expected. The detailed and
efficient site offers feature stories and biographies of Olympic
athletes as well as interviews, schedules of events and high
resolution photos that can be downloaded with a Press Pass
obtained through the site. Want a press conference transcript
from a Burundian runner but aren't as fluent in the Hutu language
as you should be? No problem. Nike will supply updated and
translated transcripts throughout the Atlanta Games. According
to Nike Public Relations Manager Keith Peters, having free, up-
to-date access to press conference transcripts and full-color
photographs are the site's most valuable features. Peters:
"That's the beauty of the Web -- new pictures and stories and
other useful information for the media every day." Web browsers
looking for information on individual athletes during the Games
need only type in that athlete's name and his or her performance
record, schedule and results appears on the screen. But the Nike
site is not only useful from July 19 through August 5. This
week, for example, it is devoted to the U.S. Track and Field
Trials and will include Wimbledon and Tour de France coverage
during the summer. Of course, there is an area devoted to news
on Nike merchandise under the header "About Nike" (THE DAILY).
