Nike Kicks Off New Year’s Challenge
In a new spin on New Year’s goals, Nike has added a feature to one of its Web sites to help runners and athletes met their goals in 2007.
Visitors to the Nike+site can craft running challenges for themselves or send one to friends. In addition, athletes can track their progress with the Nike+ system, which records miles, pace, time, and calories burned online according to each challenge set.
There’s a price to pay for not meeting the challenges. Consumers can watch the plight of those who did not live up to their challenges bob for lobsters, have their nose hairs plucked and be duct-taped to a bucking mechanical bull called Helga. After Jan. 31, Nike will post the consequences of unaccomplished challenges on the site.
To hype the promotion, Nike is tapping into some star power. Tennis star Maria Sharapova set her own challenge against NBA All-Star LeBron James. If Sharapova outruns LeBron in January, he has to be a ball boy at one of her matches. But if she runs fewer miles, Sharapova has to be his water girl at a game of his choice.
Consumers can vote for Sharapova or LeBron by contributing their own accumulated Nike+ miles to help swing the vote. Visitors can track the sports stars’ challenge at NikePlus.com.
Online materials and TV spots support the promotion.
To incent runners, NikeGo.com will donate $1 of retail product to support physical activity and sports programs to select Boys & Girls Clubs of America for every challenge met. The program is designed to increase the quality and quantity of physical fitness in U.S. schools.
