In an effort to differentiate itself in the eyes of the consumer, Finish Line has undertaken a new multi-faceted national advertising campaign consisting of several print and media pieces, redesigned store fronts and a social networking site entitled, Your Voice Your Choice.

Although the marketplace for social networks seems to have reached the point of saturation long ago, companies seem content to believe that their product or brand is unique enough to evoke users to forgo their MySpace and Facebook accounts in leiu of their next big thing. I have not seen this pan out for any of the brands thus far, but you can't disrespect them for the effort.

I am not enough of a sneaker enthusiast for the idea of a social networking site driven by a passion for shoes to warrant consideration of my time on a regular basis, but I was curious enough to visit the site to see what it hoped to offer its target demographic. Upon arriving at the homepage, there are several available links, with none of these offering direction or an overall purpose to the user. After further navigation, I found a few videos and a registration link that wanted more information than most people should be comfortable sharing.

My overall assessment is that there is little content that would create the need for a user to visit the site with any consistency. Kudos to Finish Line for trying to set themselves apart, but I think they are going to have to go another route if they hope to reach their goal.