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Here's one brand that doesn't mind it if you call its latest web

initiative "sick."

Nike went back to the 'hood for Nikebasketball.com, the latest addition

to Nike.com, and in the process found some happy coincidence in an

offline TV spot. The ad, which has saturated NBA playoff coverage and

MTV, features Nike pros such as Jason Williams and Vince Carter showing

off their ball skills. During filming it found some of the "sickest"

streetballers in Queens, NY. After the spot drew a fantastic response, a

full-length commercial was debuted on MTV. Not enough.

"We were surprised at the popularity," said Nike.com senior producer

Barry Locke. "It gave us a more specific direction for the web site,

which just happened to be in development at the time. It showed the

popularity of basketball as creative expression. We started to talk

about how to take it online."

That transition took the form of an extended "Freestyle" commercial that

users could edit to their own tastes using a special application called

the Freestyle Remixer." A rhythmic track - like a ball hitting asphalt

to a hip-hop beat - can also be mixed. Locke says the commercial

extension is very similar to what Nike.com would have come up with if

the ad had not been created.

"It's a great example of what the internet and TV can do together,"

Locke said. "The TV ad will end but Freestyle will live on at the web

site."

The next move is the Nike Basketball Insider. Requiring registration, it

will yield downloads of behind-the-scenes footage and extra product

information.

Locke especially likes how the site combines the street sensibilities of

basketball with true athleticism.

And at Nike, that means the need for cool sneakers.