As an active runner who owns a Nike+iPod Sports Kit, I find their upcoming million person race a little strange.
Here’s some more backstory:
Nike is gearing up for The Human Race 10k on August 31st, where 1 million+ runners will don their iPods to race in 25+ locations around the world at the same time. The race is designed to highlight the Nike+ product line, which tracks and communicates your pace while you run, and allows you to upload it to compare your results to others. Strangers linked together through iPods yet running side by side…certainly an epitome of the information age!
By leveraging a synergistic brand partnership built on simple but inventive technology, Nike and agency R/GA created the Sports Kit, and did an amazing job at selling more shoes. And they created a user community of runners around the globe who compete as they record their running progress on their iPods.
But the Sports Kit site is an awesome missed opportunity to make this user community an addictive, dedicated fan base. Because when you log on to the site to track your progress, you very rarely have any interaction with other people. Certainly not in the rich way you do on MySpace, where you can comment, share, and message other people. On Nike’s community, you can really only post, or use standard forums.
Back to the million-person race. The way they’re organizing this event is strange because your options are to either:
- run alone with your iPod (just like any other day)
- run in designated city race for $35.
These both seem like pretty mediocre options to me and fellow runners, like Scott who says:
I’m bummed that there isn’t a Human Race nearby, for I would like to witness it. If anything just to see thousands of runners screaming “ON YOUR LEFT!” to no avail. The blissfully deaf iPod runners are a nightmare in most road races…imagine everyone having one going at full blast! There is definitely going to be some carnage.
What if instead, Nike took an idea from basic street teams and viral marketing. And Nike created event t-shirts people could by for cheap before the race day. Then Nike even made a custom Google Maps mashup that let racers organize running groups in their hometowns.
Just imagine how people would react seeing groups of runners across the country racing together with the same t-shirts. They’ll get the word out. A simple mashup that helps enthusiasts organize around a brand rally call is a lot more inspiring than charging them $35 for the privilege to participate.
Anyone know why they’re doing things this way, instead of getting more social?
You’re on the money, Ross.
Nike has an excellent idea with the Human Race but has failed miserably in the execution. You already touched on the flawed Nike+ website. They’ve got to take this thing to the next level. It’s like a middle school technology class project!
The race was well-published. But how it really works isn’t all that clear. Oh, I think people understand they can sign up for an international site, run alone then sync up, or run with some mostly disorganized local group. It’s just surprising to me that in the 21st century a company with Nike’s cachet can’t organize and execute better. I’ve got to believe it’s a potential gold mine for them.
Fix the damn Nike+ website. It should be interactive.
Allow race directors to manage the race locally. Running stores and clubs would be happy to jump on and carry the load. It increases their visibility and traffic.
Get the shirts out for all the local events in advance.
Continue to promote after the race. Can you imagine the local press pics of everyone in the local race wearing the same shirts?
I’m not a marketing guy … far from it … so I’m sure there are much better ideas than these. But if I can see the blantant flaws in Nike’s execution other more skilled business strategists have to see it too. Way can’t Nike’s marketing department?
cnb
I agree with you about the Nike+ web site. They should make interaction with other runners an integral part of the experience.
But I disagree with your thoughts on the “missed opportunity”. I think that what Nike did this year is just the first part of a longer-term strategy.
Your simple mash-up idea wouldn’t have got Joe Blow and his family out running with the local Harriers this year, but they’ll see a 30 second slot on the nightly news about the success of the event, 25 cities across the globe etc etc, and might be inspired to do something in 2009 - maybe via something organised locally like your mash-up.
Ross,
Workout Dump http://www.workoutdump.com does a much better job than Nike in connecting / communicating / comparing runners (and walkers, and swimmers). It’s a site put together by someone who hacked (the good kind) the Nike+iPod data interface and lets users upload their info. There are groups, comments, lists by time and distance and more. It doesn’t do everything the Nike site does and it does have a lot more of the interaction you mentioned.
John
let the blood bath begin!