{"id":10595,"date":"2017-07-03T00:00:00","date_gmt":"2017-07-02T16:00:00","guid":{"rendered":"https:\/\/brand.gamania.com\/gvoice\/10595\/"},"modified":"2020-06-11T18:49:41","modified_gmt":"2020-06-11T10:49:41","slug":"a-good-brand-brings-out-a-better-you-see-how-nike-uses-high-tech-to-achieve-well-rounded-successful-branding","status":"publish","type":"post","link":"https:\/\/brand.gamania.com\/gvoice\/en\/10595\/","title":{"rendered":"A good brand brings out a better you. See how Nike uses high-tech to achieve well-rounded, successful branding"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"\/gvoice\/wp-content\/uploads\/gvoice\/db\/editor\/vol%2078\/VOL.78-Columns-%E5%93%81%E7%89%8C-1-1.jpg\" alt=\"\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size\">Are you a jogger? Are you always alone and take the steps forward on your own? Nike heard you. With high technologies, it creates an \u201cavatar of you\u201d, who runs with you in real time!<\/p>\n\n\n\n<p class=\"has-normal-font-size\">The so-called \u201cUnlimited Stadium\u201d is the world\u2019s first 200-meter full-size LED running track taking the form of a figure-eight, which looks like a giant footprint of a Nike shoe on the bustling financial center Bonifacio Global City in Manila, Philippines.<\/p>\n\n\n\n<p class=\"has-normal-font-size\">What\u2019s special about Unlimited Stadium is the LED screen along the running track. When you run, \u201cyour avatar\u201d on the screen will follow you, running with your best time on this running track to visualize your performance. This avatar, serving as the goal you set, encourages you to race against \u201cit\u201d. Isn\u2019t that cool? <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"\/gvoice\/wp-content\/uploads\/gvoice\/db\/editor\/vol%2078\/VOL.78-Columns-%E5%93%81%E7%89%8C-1-2.jpg\" alt=\"\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-align-center\"> \u25b2Your avatar is shown on the screen to run with you.<\/p>\n\n\n\n<p class=\"has-normal-font-size\">Here is how it works: Each runner is equipped with a hyper accurate radio-frequency identification (RFID, its works basically like the Easycard) chip tied on the runner\u2019s shoes. The RFID tracks your first lap time, and \u201cyour avatar\u201d starts running from the second lap (In short, it\u2019s like the ghost car in a racing video game). In the beginning, the avatar is in 1:1 size. As you beat yourself and run faster and further, the avatar becomes larger. Once you beat yourself, a faster you appears on the next lap, challenging you to keep bettering your best, over and over again, limitless. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"\/gvoice\/wp-content\/uploads\/gvoice\/db\/editor\/vol%2078\/VOL.78-Columns-%E5%93%81%E7%89%8C-1-3.jpg\" alt=\"\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-align-center\">\n\u25b2The RFID chip tied on the shoes is the key.\n&nbsp;\n\n<\/p>\n\n\n\n<figure><iframe src=\"https:\/\/player.vimeo.com\/video\/220633691?color=08bcbd&amp;title=0&amp;byline=0&amp;portrait=0\" width=\"640\" height=\"360\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/figure>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-color has-text-align-center has-very-light-gray-color\"> \u25b2 <a href=\"https:\/\/vimeo.com\/220633691\">Nike: Nike Unlimited Stadium<\/a>&nbsp;from&nbsp;<a href=\"https:\/\/vimeo.com\/adsoftheworld\">Ads of the World<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/vimeo.com\">Vimeo<\/a>.<\/p>\n\n\n\n<p class=\"has-normal-font-size\">Remember what I said in the title, \u201ca good brand brings out a better you\u201d? Before I go into this topic, let\u2019s review the concept of \u201cUnlimited You\u201d that Nike keeps stressing in the recent years.<\/p>\n\n\n\n<iframe width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/kImDEXatSqU\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n\n\n\n<p class=\"has-normal-font-size\">This event, also developed under this main concept, is of course not simply giving customers a running track. It combines \u201cproduct launch + promoting NTC + social amplification\u201d to serve the purpose of the brand: increase sales.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>1. Product launch:<\/strong><\/h5>\n\n\n\n<p class=\"has-normal-font-size\">The concept of product launch starts with the giant shoe print. This shoe print is in the form of the bottom of Nike\u2019s new product LunarEpic Low Flyknit. At the event venue, LunarEpic series shoes are also demonstrated. Nike knows that few customers are into solely product launch, so it needs to present it through Unlimited Stadium, which is \u201cmore closely related to customers\u2019 daily lives\u201d, in order to attract more people\u2019s attention and stimulate more discussions. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"\/gvoice\/wp-content\/uploads\/gvoice\/db\/editor\/vol%2078\/VOL.78-Columns-%E5%93%81%E7%89%8C-1-4.jpg\" alt=\"\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-align-center\"> \u25b2 Giant Nike shoe print.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>2. Promoting Nike Training Club: <\/strong><\/h5>\n\n\n\n<p class=\"has-normal-font-size\">To participate in this event, it requires more than an RFID chip to get Nike let you run on this track. Nike is smart. When volunteer participants come to the venue, she seizes the chance of communication to \u201cembed\u201d the trainings of Nike Training Club. Before runners set off on the track, Nike\u2019s professional trainers lead a 15-minute NTC warm-up; during running, runners connect to Nike Running Club; after running, there are also cool-down exercises, yoga, and etc. After completing the whole set, you feel as if you\u2019ve finished a set of sound training, and you will have an impression that you \u201ccan also use NTC in your daily exercises.\u201d Nike Training Club plays a similar role with Nike\u2019s content marketing: When you exercise, it keeps you aware of Nike, until it penetrates your daily life.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>3. Social media promotion:<\/strong><\/h5>\n\n\n\n<p class=\"has-normal-font-size\">Think about it: Will you take photos and upload them to social media if you participate in this event? Nike not only knows that you will do this but creates more \u201cmoments\u201d that make you want to share with others. For example: On the ground of the venue, a big section is provided for finishers to write down their feelings. Not to mention this intro video, which makes those who don\u2019t have the chance to participate want to share and like on social media simply after watching it. Isn\u2019t that so?&nbsp; &nbsp; <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/brand.gamania.com\/gvoice\/db\/editor\/vol%2078\/VOL.78-Columns-%E5%93%81%E7%89%8C-1-5.jpg\" alt=\"\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-align-center\"> \u25b2Leave your \u201cfootmark\u201d on the ground after you finish. Won\u2019t you share it?<\/p>\n\n\n\n<p class=\"has-normal-font-size\">A good brand definitely involves more than presenting the reality of its target market. Quite often, it gives you a glimpse of \u201ca better you\u201d. Once again, Nike set an outstanding example for that. &nbsp; <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you a jogger? Are you always alone and take the ste [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":13923,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1971,1976],"tags":[1089],"class_list":["post-10595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-2-columns_en","category-2-2-columns_on_market_trend_en","tag-mz_vol_78_en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>A good brand brings out a better you. 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