Task: To create a Nike online branding experience exclusively for the women of Europe, targeted to athletic females age 16-30.

Concept: No quick-fix solutions. A site that offers straight up talk with a self-ironic attitude and a powerful feminine look. Solution: www.nike-women.comInto the design: Meet the designers behind Nike’s design, their thoughts and inspirations.

The Art of Lying: Get the real word on health and fitness when you feed the mouth at Speak the Truth. Create an Excuse on a virtual fridge. Send a click card or download wallpaper that features lies women tell themselves. Motivate Me: Get inspired by a female pro or motivate a friend by setting a workout date or making a bet to reach a six week goal. The Mix: Download music created specifically for workout. Choose from three levels of intensity.

Go Shop: Browse the gear in the window shopping presentation. Find what you like and get a closer look and product info.

The Flipside: A parody world where over-promises go too far. The ads for ’Instant Tight Ass’, ’Defining Ab Liner’, ’Ideal Body Suit’ and ’Lazicise Workout Replacement Patch’ are hidden pop-ups that appear when the user clicks on crossed-fingers icon.