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Set yourself a new challenge
Nike’s latest commercial urges runners to join the 250,000 registrants of www.nikeplus.com to “Run Like You’ve Never Run Before.”Nike+ is the wireless system that allows Nike footwear to communicate with an Apple iPod nano for personal running and workout experience. In the first pan-European television campaign to feature Nike+ technology since its introduction in September 2006, viewers will experience Nike+ on-screen through the eyes and thoughts of a runner.
“The most common feedback we are receiving from Nike+ users is that the experience has changed the way they approach running,” said Brent Scrimshaw, vice president of EMEA Marketing.“Whether it’s the instant feedback they hear over their music or the ability to set goals and challenge friends on nikeplus.com,Nike+ is encouraging people who never ran to run, and motivating people who run to run more.” The new campaign, “Addicted,” aired for the first time in the UK on Saturday, in anticipation for the marathon taking place in London the following day. It will air in both 60- and 30-second formats across Europe through the end of May. The campaign will also be supported with print and digital advertising.“Addicted” was shot on location in Prague, The Czech Republic,New York City, USA and Marseille, France. The voice-over in the English language spot is performed by actor Ed Norton; Dante Ariola is the director,Harris Savides is the director of photography and Rick Condos,Hunter Hindman and Alvaro Sotomayor ofWieden + Kennedy Amsterdam are the creative directors.
“To introduce something as radically different as Nike+, it was only fitting that we create a spot from a perspective that Nike never had before - from inside the head of a runner,” said Rick Condos, creative director for Wieden + Kennedy.“Every line was vetted against a tangible truth about the Nike+ system and a tangible truth about running. When strung together, they tell a story about running that is as understandable to the novice runner as it is to the expert.”To experience Nike+, an athlete needs Nike+ ready footwear, an iPod nano and the Nike + iPod sport kit, which contains the sensor and receiver. There are over a dozen styles of Nike+ ready footwear to meet a wide variety of running styles and preferences.The Nike + iPod Sport Kit allows real-time data - pace, time, distance and calories burned – to be heard over the audio through headphones or seen on the display of the iPod nano.After a workout, the data is sent to nikeplus.com by syncing the iPod nano to a computer. On nikeplus.com, runs can be analysed via a dynamic interface and stored for future reference. Runners can set personal goals for themselves or challenge one another. Progress is easily tracked, challengers can leave messages for one another and results can be compared to runners around the world. Music and sport merge like never before through “Original Sport Music,” customised songs written and performed specifically for working out.“Coaching Mixes” feature world- class athletes talking listeners through personal workouts for activities like training for distance, treadmill running, or even yoga.All are available through iTunes. Nike also features a range of performance apparel and accessories, including jackets, tops and shorts, designed for the iPod nano and the Nike + iPod Sport Kit.
