Nike touts its forthcoming eyeD technology with a futuristic promo created by Tron Legacy director, Joseph Kosinski (no relation to Jerzy). It’s a virtual athletic experience that’s supposed to translate into actual physical exercise. Well, perhaps. But way more people exercise than when Nike was founded in 1964, and way more people are obese. So we’re clearly not primarily talking about an exercise problem but one more of diet.

From the eyeD marketing materials: “Imagine being able to see what it is like to run 100m in under 10 seconds, or leap over a small forward and throw down a game-changing dunk… With Nike eyeD fans can experience more than just 2D high definition video. They can see, feel and monitor their favorites athletes through streaming Nike eyeD video (play on 2D/3D). Stereo haptics allow you feel the heart pounding thrill of elite competition from anywhere. A dynamic experience that inspires consumers to change their physical future.”