While, on the face of it, this sounds great surely the idea has a basic flaw in that it assumes that responses to questions will be correct?

The internet is awash with people claiming more expertise than they genuinely have, many apparently unaware of their own limitations. Do we really want these people answering our questions and offering them another platform through which to promote themselves?

I am reminded of a person who had just 'qualified' as a personal fitness trainer have attended a six week course who was telling an experienced athletics coach who had produced numerous Olympians that he was doing it all wrong.

A little knowledge can be a dangerous thing!

That said, I will be signing up to take a look.

As an aside, Nike may be 'writing the future' but it seems another peculiarity of their marketing that featured stars go on to bomb. Once Rooney, Ronaldo, etc were out the focus turned to Robinho and in the next round Brazil were gone. Even Federer went out of Wimbledon early after featuring in the ads.

It has happened before a few year's ago Nike ran a huge billboard campaign; "Ever heard the Algerian National Anthem? You will!" Nouredine Morcelli was such a hot favourite for the Olympic 1500m title we all thought we would too. But we didn't.

Is Homer about to be written out of the Simpsons now he's appeared in a Nike commercial?

Great post Karl, thank you.

I remember at Euro 96 that Umbro were the official partner but Nike got almost three times the brand recognition. This was pre-social media but Nike left the stadia to Umbro and brought up hoardings, lamposts, buses and even roundabouts in the vicinity of every ground and combined it with a big TV campaign while Umbro sat back and expected their logo as a sponsor to do the work. Lesson learned for sponsors? Maybe not, Nike continue to dominate the major comps without signing on a sponsor.