Nike Plus, the running system introduced in '06, "has had its share of problems," but Nike "aims to change that with its most sweeping changes yet to the online experience and moves to embed Nike Plus squarely with the Web's emerging trends around sharing and openness," according to Brian Morrissey of AD WEEK. While Nike will keep Flash software as part of the Web site, the company has "adopted HTML as the site's basis, part of a broader move to using a 'Nike OS' for all its sites." That will allow the site to "integrate social services and load faster." Nike Global Dir of Digital Media Stefan Olander: "Inspiration in the early days was (beautiful) Flash experiences. As you mature, you focus on a tool that's useful." Nike Plus is "credited with powering Nike's gains in the running shoe category, where its share in the U.S. has spiked" from 48% in '06 to 61% two years later. The site, designed by Nike digital shop R/GA, "emphasizes personalization." Nike has also "moved its NikeRunning.com community site into NikePlus.com." The overhaul is "intended to make Nike Plus a part of the Web's larger social infrastructure, with users now able to share running info on their existing social networks, Facebook and Twitter." Nike "plans to open up the system to allow people who track their runs using systems like Garmin to join the community." Olander: "It's a phenomenal opportunity to tap into the collective brainpower of the developer community. (But) it requires solid documentation. We're working towards that" ( AD WEEK, 7/20 issue ).
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| New NikePlus.com Allows Users To Share Running Information On Facebook, Twitter |
