The total of the run kilometers on the Nike+ community is now at 137 million kilometers. On August 31rd 2008 the first Nike+ Human Race was held, a run of 10 kilometers held at the same time in 26 cities. The 500,000 competitors could compare their results with country men, people of the same age and people of the same gender.
Future Vision by Erwin Van Lun on this article
Especially the sports sector shows how brands can encourage people to reach higher levels through the use of technology. Mutual battles, motivating examples, the feeling of wanting to be part of something, emotional sounds, rational numbers that stimulate other parts of the brain: all possibilities are used. Yet it doesn’t end here: the measuring of one’s physical and mental condition; do we have the right nutrients?; are we concentrating enough or thinking of other things?; Are we moving correctly?; If not, how should we move?; And what’s possible, given the circumstances? Eventually a personal sports brand will be even better than a human counterpart, but that’ll take a few decades yet.
And a real coach doesn’t choose a specific kind of brand of shoe, but the shoe that lets you perform. This is how Nike can outgrow its status as a shoe producer and earn money by coaching runners. This direction seems to get ever clearer.