Plast-dip? It's some thing like that.. But you can get that sort of finish with it! EDIT: Completely read this the wrong way.. I'd go with sanding and primer, as Margo said below!
you should probably rub it down and put a primer over the top, I don't think it would play nice with paint going straight onto it.
I suspect vinyl dye would work on that porous, rubberised plastic. See if you can get a sample from somewhere. I was going to paint my white Prodigy before I sold it but never got that far...
