Nike Fuel Cyber Band for Winners
Nike Fuels Service to Consumer
Stefan Olander - Vice-President of Digital Sport, Nike and Bob Greenberg - Chairman, CEO, Global Chief Creative Officer, R/GA have unveiled the way Nike and R/GA are building and launching a new consumer ecosystem in which Nike continues to revolutionize technology in sport to inspire and enable every athlete to get better. Nike’s latest innovation is the Fuel band, designed for anyone who wants to be more active. Measuring daily activity, every move made, it keeps track on your wrist and on your mobile device, allowing to set goals and beat them or share on social media to compare performances and generate a competitive spirit with friends. The Fuel Band is an extension of a measures program made by Nike, thanks sensors in the sole of shoes worn by top athletes. The Fuel Band comes from Nike’s philosophy «Making a better you than better shoes». The Fuel Band comes with a whole consumer service allowing to pick up a «star coach» like Raphael Nadal, and select levels of achievement to train with your favorite sport idol. One can as well challenge the whole world with those sharing on social media. Nike is thus surrounding its customer with an ecosystem of products and services, because « the purchase of a Nike product is the beginning of a relationship». “When millions of people reconnect with your brand multiple times a week, that means connection is more valuable and powerful than any traditional pushed marketing messages., said Olander in conclusion.
R/GA New York won the Cannes Lions 2012 Cyber Grand Prix and the Titanium Grand Prix for Nike+ FuelBand campaign.
