Nike+ is the wireless system that allows Nike footwear to communicate with an iPod nano for the ultimate personal running and workout experience. In the first pan-European television campaign to feature Nike+ technology since its introduction in July of 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,” Brent Scrimshaw, Vice President of EMEA Marketing, in the press release. “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,” will air for the first time on Saturday, April 21st in the UK 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 Edward Norton. Dante Ariola is the director, Harris Savides is the director of photography and Rick Condos, Hunter Hindman and Alvaro Sotomayor of Wieden + 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, in the press release. “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.”
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 analyzed 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,” customized 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 Apple’s iTunes Store.
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.
More info about the Nike + iPod Sport Kit here.
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BusinessWeek review gives ‘Nike+iPod Sport Kit’ 5 stars out of 5 – January 03, 2007
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Nike debuts new Nike+iPod Sport Kit TV commercial (with video) – December 18, 2006
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Chicago Tribune: Nike+iPod Sport Kit puts fun back into burning calories, it’s a great system – August 01, 2006
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USA Today: Clever Nike+iPod Sport Kit makes running more fun – July 21, 2006
Time Magazine’s Gadget of the Week: Nike+iPod Sport Kit – July 20, 2006
PC Magazine review gives ‘Nike+iPod Sport Kit’ 4.5 out of 5 stars – July 18, 2006
Using Apple’s iPod Sport Kit with non-Nike shoes – July 17, 2006
Apple’s Nike+iPod Sport Kit officially released today (link to High-res photos) – July 13, 2006
Apple releases iTunes 6.0.5 with Nike+iPod Sport Kit sync features – June 29, 2006
Nike+iPod Sport Kit now available for order at Apple Store – June 13, 2006
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Dvorak thinks iPod+Nike Sport Kit is ‘nutty’ – May 24, 2006
The making of Apple iPod+Nike Sport Kit and there’s more to come – May 24, 2006
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Analyst: Nike+Apple = iPod as a platform – May 23, 2006
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