With its Apple partnership that began in 2006, and development of the Nike+ system and wearable FuelBand SE, Nike has evolved from a shoe and apparel company to a leader in digital platforms for athletes. Today, Nike opens its Nike+ Fuel Lab in San Francisco, a collaborative work and testing space in the city’s SOMA neighborhood designed for selected partner companies to develop products that integrate the NikeFuel system for tracking and measuring activity.
Doogie Horner, author of 100 Ghosts, a collection of reimaginings of the classic white-sheet ghost, drew some pitchmen from beyond the grave for Co.Create. If you haven’t decided on a Halloween costume yet, maybe you’ll be inspired. Check them out.
“Nike sells a commodity, they sell shoes. And yet when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product, they don’t ever talk about their air soles, how they’re better than Reebok’s air soles. What’s Nike do in their advertising? They honor great athletes and they honor great athletics. That’s who they are. That is what they are about.”
It’s interesting to see what has and has not changed over time, or as Mark Wilson put it, “sneakers have run on a sort of quarantined evolutionary track seemingly independent of the whims of popular fashion.”
“But Nike CEO Mark Parker knows he can’t just rely on celebrity endorsements and the power of the swoosh when confronted by big-name competitors such as Adidas and upstarts like Jawbone and Fitbit. “One of my fears is being this big, slow, constipated, bureaucratic company that’s happy with its success,” he says. “Companies fall apart when their model is so successful that it stifles thinking that challenges it. It’s like what the Joker said—‘This town needs an enema.’ When needed, you’ve got to apply that enema, so to speak.”
Nike+ Fuelband and Curators of Sweden win the top prize for digital marketing at Cannes.
Principles of interconnectedness and interactivity were the guiding forces for the jury of the Cyber Lions in Cannes, said jury president, Google Creative Lab executive creative director Iain Tait as Curators of Sweden from the Swedish Institute and Nike+ Fuelband from Nike and R/GA were revealed as the two Grand Prix winners for the category—in other words, the best digital marketing initiatives that the brand world has to offer.