I think without a doubt, Nike Plus is the Nike’s most innovative product. Nike teamed up with Apple aiming to create a product which has greater customer experience along with both technologic and interactive features. Nike Plus creates a unique product category which combines technology, online experience and marketing.
Nike Plus is a special sensor which is placed inside the shoe and synchronized with iPod. This sensor tracks the runner’s performance and uploads the details of the performance to the iPod. During the run, runner can follow (hear) the details of his performance from the iPod. When the iPod is connected to computer, the performance details, most recent graphs and progress can be followed online as well.
The online part of the product, the Nikeplus.com website, is a platform in which users can compare their results with others and can participate to special challenges. The features of the Nikeplus website create a golden opportunity for marketing. Therefore, Nike Plus can be considered as a revolution in marketing and sports. First of all, all customers who purchased the Nike Plus sensor are eventually subscribing to the website, allowing Nike to have a greatest and deepest database of customer information. Since the behaviors and qualities of the customers can be obtained from this database, it becomes too easy for Nike to reach its target audience. Then the challenge section in the website increases the customer experience and social sharing, that leads a greater customer loyalty to the brand.
The only challenging part for Nike is to add more costumers to Nike Plus network. For this reason since 2007 Nike is running ad campaigns and organizing different events related to this product. Human Race is a good example of Nike’s effort promoting Nike Plus. On the ad campaign side, Nike started to promote this product with “New Year Resolution” campaign in 2007.