Great article today in The New York Times by Louise Story about a major shift Nike is taking in their advertising.
So what's their advertising strategy have to do with you?
Well it's evidence that "our stories" are the reality, not a canned idea from Madison Ave. or any other USA Ave.
Here's the set up...
STEVE SAENZ used to run a 10K race in 36 minutes. But last spring — 20 years, 2 children and 50 pounds later — he found himself seriously out of shape. A new Web site from Nike, he says, has brought him back on track.
Since April, Mr. Saenz, 53, has been running with a Nike+, a small sensor in his running shoes that tracks his progress on an Apple iPod he carries. After each run near his home in Louisville, Ky., he docks the iPod into his computer and posts details of his run on the Nike+ Web site. There, he has made friends with other runners around the world who post running routes, meet up in the real world and encourage one another on the site.
Nike’s famous swoosh is there all along. For Nike, this is advertising.
“It’s a very different way to connect with consumers,” says Trevor Edwards, Nike’s corporate vice president for global brand and category management. “People are coming into it on average three times a week. So we’re not having to go to them.”
Nike+ Web site
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