Is the future of advertising embedded devices that measure the progress of your life? If the New York Times is right, Nike is already headed in this direction, using its relationship with Apple to move out ahead of the competion. The Nike+iPod Sport Kit is explicitly designed to provide performance feedback. Implicitly, it’s there to make Nike a constant presence in the lives of its users and drive traffic to Nike’s website.
Nike’s global sales have climbed in the last four years to more than $16 billion from $10 billion. And executives say the new type of marketing is a part of that trend.
The company plans to use the Nike+ idea in other sports categories, which could include basketball, tennis and soccer. While $29 for a Nike+ sensor hardly covers the cost of the device and the site maintenance and customer service, Mr. Edwards coolly points out that Nike+ is as much about marketing as it is about product.
People have complained since the Nike+ launched that it’s only for running. I’m glad to hear that the company is expanding into other sports. If they make a cycling model, I’m there.
Via Quantified Self
