Nike is known for creating superior shoes, and lately, they have been stepping it up with CSS web design as well. The latest example of this is the Nike Better World website. This website is not only well-designed, it is a good example of making your brand a central part of your internet presence.
This particular website is for a new line of shoes that is made of environmentally correct materials. Front and center on the landing page is the name of the line along with a short video telling us in text why these shoes are superior. The wording is sassy and youthful. “Think performance and sustainability hitting it off so well they have each other’s names tattooed across their chests,” says the video introducing the Nike Better World. The video ends with the Nike logo design in green, an appropriate color choice.
Website Reviewed: nike.com/us/en_us/c/better-world
As you continue to scroll downward, there is another window explaining what makes this shoe a green choice and showing a picture of the product. If you click on certain phrases, a window pops up explaining them. The next window explains that the shoes are made from recycled rubber and divert 13 million water bottles from landfills. Another window discusses how sports have literally stopped wars.
However, we aren’t here to discuss content, but rather its design. In this case, the design is excellent because it allows Nike to have an informative and completely branded website that presents their products and brands in the best possible light. The same information and ‘punchy’ talk would not be as effective if viewers were not able to easily access the content. In this case, you can scroll down through the pages or access them by clicking. Each page loads quickly and features a reader-friendly format with more important information either in the center or at the upper left. Pictures are used to illustrate the case and to make the website feel more interesting.
If you have a brand that takes a little explaining—such as one the postulates that a single line of products can implement massive environmental and social change—this website is a great example of how this can be done while still building your image and making a persuasive call to action.
Creativity: 5 stars. The pictures and videos are spot on for the brand and the products. In addition, they are humorous as well. Pictures are used creatively to illustrate different concepts.
Ease of use: 4 stars. The website is easy to use—you can scroll down through most of it, and it is accessible by clicking on links as well. However, placing a navigation bar in a visible place would definitely add to the overall usability. As it is, several dots on the side of the page have to suffice, and they get lost in the design.
Functionality: 2 stars. Nike All Conditions is a branding genius when it comes to companies, which makes us wonder why there are no links to Facebook and other social networking websites. In addition, there are no links to sellers of the shoes being promoting. This website may be a branding win, but it is a sales fail.
Content: 5 stars. The content offers the perfect blend of information and snark.
Appropriateness: 5 stars. As we mentioned above, this website makes a few audacious claims, but they back them up well.
Overall: 4.2 out of 5 stars. An overall superior website with just a few notable weak points.