Nike bought ads on MSN.com yesterday, for their new Airmax360 shoe. Being a sucker, I clicked on the link, in the name of flash research.
They have an inspirational commercial about getting up early and working out, to the sound track of life's most hated sound, the alarm clock. There's a montage of some of their athletes rolling out of bed in the dark and heading to the track/pool/field to sweat and actualize their dreams and stuff.
The gimmick to get your email address on the site is that you can sign up for a "wake-up call" from one of your favorite athletes, as long as they're one of the eight listed.

Mistake #1:
In my infinite wisdom, I decided to give it a try.
I signed up to have Justin Gatlin (Athens 100m champion) give me a call at 7am. I've been wanting to work out in the morning again, but it's been difficult since Suzy was able to adjust her hours at work and get in an hour later, forcing me to sleep in, the big meanie.
Mistake #2:
I woke up with a start at 2am, and thought it was 7, until I looked over at the clock and saw it was in fact 2am. It took me an hour to go back to sleep.
Mistake #3:
I didn't think to leave the phone by the bed to grab it when it went off. When it did go off (I waited for 15 minutes in excited anticipation, since I tend to wake up at 6:45 anyway) I had to feel around for my glasses and trudge to the other room to get it, while Suzy, jolted awake from a deep sleep, exclaimed "who the hell would be calling at this hour?!"
By the time I grabbed the phone, poor Justin had hung up, and didn't even leave a voice mail. I didn't want to come back to bed right away to an angry wife, so I had a bowl of cereal and read the latest Superbowl news. Then I crawled back to bed and sat staring at the ceiling until the alarm went off.
Now I'm tired and grumpy. And a little wiser(?). I signed up for a 9:45 wake up call tomorrow morning.