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 Posted: Wed 13:18, 17 Jul 2013 Post subject: Nike capitalizes on social networking trend with r |
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Nike capitalizes on social networking trend with runners
Runners can track their speed, distance, calories burned and choreograph songs for themselves a hightempo number for a rough hill, for example. Runners can also map their routes, buy specialty songs and download their running data to track their progress.
The most surprising component that has drawn runners,[link widoczny dla zalogowanych], Nike said,[link widoczny dla zalogowanych], is the social networking aspect. Runners challenge other runners on the Nike+ web site.
This relationship with its runners is part of Nike's larger push for new consumer from Nike. Company executives have said Nike is trying to take the industry someplace new, where consumers have experiences that and digital and mobile. Nike+. There are now more than 1,000 Nike+ runners joining daily,[link widoczny dla zalogowanych], the company said Thursday, many who were not hard core runners before this.
really surprising how well this has caught on, said Trevor Edwards,[link widoczny dla zalogowanych], Nike's Vice President of Global Brand and Category Management.
you boil it down, the idea is pretty simple, he said. want to know how far you went, however many calories you burned. It also allows you to participate and be a part of a wider community. For many others it's a social experience,[link widoczny dla zalogowanych], it's allowed people to a part of something much bigger. is a big thing for Nike, which remains the world's largest shoe and apparel company. Nike was created because of running and it remains critical to its future.
The NPD Group Inc., a market research company, found that running was the top grossing category in the athletic shoe industry in 2006. Analysts say the company is seeing increased competition from companies like Asics, which is expanding its distribution channels. And Adidas has said it will increase its focus on the sport.
Research also shows consumers are moving away from specialty athletic shoes toward fashionoriented styles making the sport all the more important to Nike.
Nike has said it will make all its running shoes compatible with its Nike+ technology by the end of the year,[link widoczny dla zalogowanych]. It also moved its Nike running and Nike+ advertising business from longtime creative partner Wieden+Kennedy to advertising firm Crispin Porter Bogusky in Miami. And Nike said it will be increasing its specialty offerings on the site.
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