Titanium > Titanium and Integrated
NIKE+
R/GA, New York / NIKE / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
With Nike+, a unique concept was born: a Nike running shoe that communicates with an Apple iPod nano. This system includes a sensor that allows Nike+ enabled footwear to transfer data to the iPod nano wirelessly. By syncing the iPod with their computer, runners are then able to compare their progress with their last run and the goals they’ve set for themselves. They can also interact with a global community of runners and compete against them. This platform of community through performance and competition is perhaps the greatest reflection of the Nike brand.
Implementation
When consumers buy the Nike+ system, they are purchasing more than just a shoe that talks to an iPod, they get access to a digital platform that continues to engage them long after the transaction has occurred. The website, the TV and online advertising, and the mobile, blog, and Web video channels are more than just modes of outbound messaging about the product, they are part of the product itself. They provide the content, services, and global community that make running in Nike+ enabled footwear a meaningful experience, and redefine how a brand can reach its audience through innovative technology.
Relevancy
Beyond the technical and creative innovations in the Nike+ project, our proudest achievement is that Nike+ has reinvented the sport of running. Running was formerly an isolated fitness activity for dedicated health-conscious athletes, performed alone or at best in small groups, and relegated to memory the instant a run is completed. Through Nike+, running is now a fun, social, digitally-enhanced sport. Collectively, the Nike+ community has run over 13 million miles together, and Nike has attributed much of its 8.1% Q2 profit growth to the success of the Nike+ platform.
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