19
Mar

Nike Inc., the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories has recently launched in Europe a new Marketing Campaign: The Men vs Women Challenge.

Starting on March 13 and ending April 20, the world’s largest running club, www.nikeplus.com, will register the kilometers of men and women who join an official Men vs. Women online running challenge using the Nike+ system.

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Launched in 2006, Nike+ allows Nike+ running shoes to transmit data wirelessly to an iPod nano, an iPod touch or Nike+ SportBand. Information on time, distance, pace and calories burned during a run is stored easily on  www.nikeplus.com .

As of December, 2008, over 160 million kilometers had been logged on nikeplus.com; over 900,000 challenges and 1.7 million goals had been created; and more than 140,000 training programs had been launched by runners in 180 countries around the world.

The Men vs. Women campaign features a television ad that star Roger Federer, Zlatan Ibrahimovic, Tony Parker and Eva Longoria Parker, Paula Radcliffe, Sofia Boutella and Fernando Torres.

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The campaign is to me a state-of-the-art marketing because of the following:

1. It conveys the Nike spirit.

2. It reinforces the Nike Community feeling

3. It is based on a holistic communications campaign.

4. It includes a whole mix of other things that make the difference.

Conveying the Nike Experience is key. Nike has gone beyond its product positioning as is working reinforcing its spirit, the unique feeling that athletes have.

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Moreover, it reinformes the Community feeling by launching a Challenge to existing + new members, with a unique and funny initiative where everyone is invited to join.

The Communications campaign is holistic. Not only is it using ATL media but is also being supported by digital media and its Nike + web site, where you are invited to register and help the rest of the Community.

And last but not least it incorporates a bunch of small things that make the difference for International campaigns: Co-branding with another leading brand (Apple) + use of humour and International feelings + intervention of Worlwide athletes + interactiveness.

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Not much more to say. Just do it! and join the Nike + Challenge.

THINK DIFFERENT!!!

Ignacio Gafo

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