They aren’t judging the content, but instead will scan your blog weekly (they say) for a mark – samples here. Bigger marks, bigger points for a raffle. So they are buying ad impressions in exchange for a chance to win. The site doesn’t say what you win – you’ll have to assume it’s Nike Free shoes. Neither does it say that you need to post something on-topic. Monica’s writing that so I assume it’s in the rules somewhere – somewhere I can’t find.
I tried signing up to see the process – even if I don’t have a “favorite sport” and neither do I have “sports idols.” I was expecting them to send me some sort of ID, or tracking number. Nothing.
It’s good that Nike and their agency are looking to blogs for selling stuff, but it falls short. It’s just a glorified raffle with the blogosphere as its playground.