I just came across Nike's new site for it's action sports product, called NKE 6.0. Here is what Nike has to say about what they are trying to do:
In skate parks, on ski hills and in the waves, kids are taking on more, at a younger age, and are no longer confining themselves to identifying with just one sport or lifestyle.NKE6.0 was created for this new generation of sideways thinkers—the young rippers that are pushing the progression of action sports.
NKE6.0 is for the kids who choose their own line and define their own lifestyle each time they go out to play, whether it's bike, skate, snow, or surf. Action sports grew out of a need for personal expression, and it's our goal at NKE6.0 to encourage and reflect the innovation that defined each of these outlets. NKE6.0 is on a mission to build a network of like-minded youth that participate in multiple sports and need products to fit their dynamic lifestyles.
Once again, Nike gets it right by not trying to push a corporate vision of what is cool for a set of customers and, instead, gets out there and co-creates the future with them.
I especially like the videos on the site that are downloadable to your iPod or PSP. Talk about staying in touch with rapid change!