Two global giants have joined forces to create the innovative Nike Plus range. What I find fascinating here is how they have used each other’s strengths to produce a product that makes a mundane activity such as running into a challenging, social activity that provides a huge source of motivation to all runners. By purchasing the range you feel as if you have bought into a cult that you become a member of. Loyalty to the two brands become immediate and you become very emotionally connected to your new product as it keeps you up to date on your progress as well as others. Being interactive, both brands have added a further dimension to there brand make up.So what is Nike Plus?
It is a combination of Nike+ running shoes, Nike+ running gear and also the Nike+ sensor. The shoe has a base pocket that the wireless pedometer slots into. Your iPod Nano, once equipped with a receiver plugged into the base, keeps track of your running pace as well as a variety of workout stats. It also has the ability of telling you your pace through your earphones so you don’t have to look down at the screen. The iPod add-on transforms your centre button to a “power song” button. When you want to speed up your workout or just need an extra push through a hard section, press the power song button and it will begin playing a song you have previously selected to motivate you.
It doesn’t stop there. Once you dock and sync up your Nano, Nike+ software loads your workout stats to their website where you will be able to track your workout progress. The whole experience has been well thought through by both Nike and Apple. The website offers celebrity athlete testimonials and a section of the site informs you with what professionals and other Nike+ runners have as their power song. You are then able to purchase their power songs through iTunes, in addition to other Nike-made workout mixes. Community is another aspect of the Nike+ campaign. You can share your progress with up to 50 others and compete with them if you wish. For example you are able to set a challenge to see who could clock up 100 miles the quickest. This can be done globally. For more of an insight visit www.nike.com/nikeplus
1 comment:
You have really hit the nail on the head as to why Nike and Apple have joined forces. They have both seen potential and branched out together as well as playing on the strengths of each company (not to mention their status which is aa big selling point).
It is good to see that the Nike+ range has thought about community and interactivity because running with your headphones in can be seen, from a body language point of view, as blocking out the rest of the world. By creating a community it creates, like you mentioned, an almost cult movement.
My only concern is that with so much to think about like stats and workout rates, voices in your ear and power songs that the Nike+ runner will become less aware of what is around them (i.e. the dangers of not paying attention - road safety, muggings etc).
Post a Comment