Nike Looks To Expand Its Usage Of Brand Utility
Nike Global Dir of Brand Connections Stefan Olander at the Int'l Ad Festival in Cannes, France, yesterday outlined "three projects Nike is undertaking to build its brand by providing customers with tools and services that help bring the company's longtime tagline, 'Just do it,' to life," according to Brian Morrissey of ADWEEK.com. Olander: "We've been viewing digital as less of a marketing channel than a place for services." Following the success of the Nike+ running application, the company has launched "Ballers Network" on Facebook. The application "gives basketball players the chance to find games, organize their leagues and connect with other players." While it is "not a vast technical undertaking like Nike+, it has a similar goal: provide a useful service that enhances an athlete's enjoyment of his sport." Nike also has launched "Boot Camp," a "training tool for football players." Meanwhile, Nike is attempting to turn the Nike+ community "into real-life action by staging what Nike is calling 'The Human Race,' a 10-kilometer race held simultaneously in 25 cities." Olander: "If we can do something good for someone, no matter the product, it's going to be good for us" (ADWEEK.com, 6/18).
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