What now seems a long time ago, in May of 2006, Nike and Apple announced the first collaboration between the two companies in the form of Nike Plus (Nike+). In the first edition, Nike + technology allowed the runners' shoes to communicate with their iPod Nanos through the Nike+iPod Sport kit (priced at $29). The kit consisted of a small oval pod that needed to be inserted under the liner of the special Nike series shoes with cutout slots and a small transmitter that attached to the iPod Nano. Once set up, runners were able to load their iPod Nanos with selections from the iTunes Store's new Nike Sport Music section. During the run the kit measured runners' distance covered, pace, and calories burned. After the run they were able to upload their stats through iTunes to the Nike+ website to review stats, set goals, and set or join challenges against friends, or team up in a challenge. Current evolution of Nike+ doesn't require the kit or the special shoe; all it requires is the free Nike+GPS application on one of the iPods or iPhones and, as previously, iTunes and a Nike+ account.
Tune your run
Nike+GPS was a great initiative that promoted advocacy amongst runners by creating a community of members excited about tracking their running accomplishments and sharing them with others. As a utilitarian tool it excelled, enabling users to have easy accessibility to a range of data critical to their running needs. Overall, an excellent initiative.
Conversation (?)
This initiative makes others talk a lot about the brand.
Information (?)
This initiative helps me receive and share valuable information with other people.
Advocacy (?)
This initiative makes me talk positively about the brand to others.
Identity (?)
Through this initative I can express a part of myself to others.
Affiliation (?)
Through this initiative, I feel like a member of a community.
Utility (?)
Through this initiative other people can help me get more value from the brand.
0%
0%
0%
0%
0%
0%
Related
