The Challenge:Increase awareness and number of registered Nike+ users. Strengthen Nike's position as runners' brand.The Solution:We gave birth to Miles - an unheard-of, three-dimensional widget, who acted as "Your Personal Trainer". He lives on your desktop, encourages you to run and comes with interactive tools such weather forecast, running news and even with an integrated RSS Reader. Via Nike+ Miles is directly connected to your running shoes, knows on which days of the week you love to run and also keeps track of both your goals and challenges with running opponents. As a result, Miles serves as a true added value for all registered users and is a likable testimonial for Nike+.

The 'Nike+' system is closely related to the platform www.nikeplus.com. But the system can also be used without this platform. However, the full functionality is only unleashed here — considering that the community function can only be used here. Apart from this, the community is the yardstick for success and acceptance of Nike+.The primary goal is consequently to boost the number of registrations at nikeplus.com, and build up the largest 'Sports & Enjoy Community' worldwide.In addition, a higher degree of desire and awareness for Nike+ is to be generated.