I personally researched Nike+ marketing communications strategy in 2012 (UK & US only). Nike + Fuelband, won the titanium Grand Prix at the Cannes Lions festival.

1. Nike Digital Sport US & UK
Nike+ Marketing Communications Strategy 2012
@tomchapman

2. Background – Nike Digital Sport
The Nike+ platform was born in 2006 in support of its Nike+ running sensor. The Nike+ platform is a
multi-channel, multi sensory platform (brand utility) allowing for individuals to come together.
Nike Digital Sport division was formed in 2010 with the intention of taking the Nike+ idea for running
across all of Nike’s major sports categories.
Nike Digital Sport’s Marketing Mantra:
• Digital marketing drives the agenda
• Reliance on paid media (big-budget) top down campaigns celebrating a single hit has been removed
• Nike has already perfected the art of big branding, it’s now moving to a world where consumers want
to become a part of the brand story
Sources: http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/ http://nikeplus.nike.com/plus/

3. Background - Everyone as an athlete
Nike Digital Sport believe that if you have a body you are
an athlete.
No matter who you are or what you’re doing. Walk, run,
dance, skateboard, play basketball, it all counts.
Via the Nike+ platform athletes can set goals, get advice,
track progress, personalize plans, review history, and get
positively reinforced through gamification and sharing.
Sources: http://nikeinc.com/pages/about-nike-inc

4. Audience
Throw out the old advertising audience rules. We cannot homogenise
the product.
The one thing that everyone has in common is love for their body and
digital. Devices that enable digital content.

5. Nike+ capitalising on Key Trends
Quantified Self
Big data
Wearables
Health & Wellness
Multi-screen
Converged media
Internet of Things

6. January February March April May June July August September October November December
19th January
FuelBand
black reveal &
pre-order US
only
22nd February
FuelBand 1st
edition
New York
only
20th February
Basketball /
Training
reveal
19th April
FuelBand
black US pre-
order release
8th June
FuelBand
black official
US release
21th June
Running new
app Global
release
29th June
Hyperdunk+
Lunarglide+
US release
10th July
Lunarglide+
UK ltd release
15th July
FuelBand
black official
UK release
30th July
Hyperdunk+
Lunarglide+
US release
22nd July
FuelBand ICE
reveal
11h August
FuelBand ICE
US ltd
availability
31st Aug
FuelBand ICE
UK ltd
availability
30th August
Kinect
Training
Global release
31st Oct
FuelBand
White & Black
ICE UK & US
availability
4h June
Kinect
Training
reveal
4st April
SportsWatch
Global release
6th June
Sportswatch
New Colours
Global release
Nike+ 2012 Product Release Schedule UK & US

7. 2012 Marketing Communications Strategy

8. Nike Fuel – The LONG idea (brand story)
Fuel is the standard currency that allows you to measure and
quantify your activity easily against others and spans all Nike+
products.
Like calories, Nike Fuel is a way of gauging your daily activity.
But unlike calories which people burn at different rates
depending on body type, fuel is the only standard that lets
you compare yourself with anyone else.

9. Nike+ 2012 Storytelling (brand themes) all linked to ‘Nike Fuel’ brand story

10. Converged Media
Placing the customer at centre of marketing communications
Fuel Stream

11. 2012 Marketing Communications Tactics

12. January February March April May June July August September October November December
28th December
2011
17th June
25th July
Nike+ 2012 Global ‘Nike Fuel’ Missions
16th July
5th November
9th August
22nd June

13. January February March April May June July August September October November December
Nike+ 2012 Reveal & Launch Events US & UK22nd February
Reveal Event
Basketball /
Training New York
11th March
FuelBand API
launch
SXSW, Austin
19th January
Reveal Event
FuelBand New
York
29th February
FuelBand &
Nike Training
Club Launch
LA
22nd February
Launch Event
FuelBand
New York
1st May
Launch Event
FuelBand
London
27th June
Launch event
Hyperdunk &
Training + Launch
LA
28th June
Launch Event Hyperdunk+
& Training+ Launch New
York
28th June
Nike+ Summer
of Innovation
London
12th July
Launch Event
FuelBand ICE, San Fran
4th June
Kinect+ Training reveal
event E3 , LA
7h July
Nike+ Training
Club
London
3rd November
Launch Event
Kinect+ Training
Washington
2nd November
Launch Event
Kinect+ Training
London

14. January February March April May June July August September October November December
Nike+ 2012 Key Events & Experiential US & UK
8h July
FuelFest
London
20th January
Make It Count
gallery 1948
London
22nd June
#fuelserena
London
29th February
Leapday Event
London
5th April
Train Super
Natural London
14th October
Nike women’s
Marathon
Session
Chicago
13h July
World Basketball Festival
Washington
8h July
British 10K
London
30h June
World Basketball Festival
London
5th April
Run Super
Natural
London
28th October
Run to the
Beak half
marathon
London
28th August
MusicFest NW
Portland
11th March
SXSW, Austin
23rd October
Met Life Nike
Training
New York

15. January February March April May June July August September October November December
Nike+ 2012 Bespoke Retail UK & US
6th July
House of
Innovation
Selfridges
London
7th March
FuelHouse
SXSW
Austin
30th July
FuelHouse
Clapham
Common
London
13th July
FuelHouse
Chicago
8th March
FuelHouse
BoxPark
London
28th June
Nike Camp
Victory, Tracktown, E
ugene

16. January February March April May June July August September October November December
Nike+ 2012 ABL TV Spots UK & US
19th January 17th June
25th July 31st July

17. January February March April May June July August September October November December
Nike+ 2012 Video Content (featuring key video viral highlights)
FuelBand #makeitcount
Hyperdunk + / Lunarglide+ #gameonworld
#findgreatness
19th January 17th June
25th July 31st July
8th April

18. January February March April May June July August September October November December
Nike+ 2012 ABL Print & Outdoor UK & US
19th January 17th June
25th July29th February
19th January
30th June
31st October

19. January February March April May June July August September October November December
Nike+ 2012 Owned Media UK & US
31st December
19st January
17th June 31st October
www.nike.com/makeitcount www.nike.com/makeitcount www.nike.com/makeitcount
www.nike.com/makeitcount
http://nikeplus.nike.com/plus/
6th June
21st June
https://itunes.apple.com/gb/app/nike+-running

20. January February March April May June July August September October November December
Nike+ 2012 Borrowed Media New Profile Launch UK & US
31st December
http://twitter.com/nike
31st December
http://instagram.com/nike
http://nikesxsw.tumblr.com/
16th March
26th June
http://nike.tumblr.com/
9th April
http://twitter.com/nikeuk
http://facebook.com/nikefuel
October

21. Nike+ 2012 Borrowed Media Stock & Flow Content
Flow content
Exercise tipsNew retail store announcements
Ambassador motivationCross promotion New product information
Exercise inspiration
Community recognition
Stock content
Individual community member recognitionViral videos Sport club photos
Event coverage
Global missions

22. @tomchapman