Nike refers to these as "Brand Utilities". Their latest extension of this for soccer lovers is Boot Camp, where they have a number of videos from the pros showing you how they trained to get where they are today. It is described as a "World-class training program designed to turn you into a high-performance soccer player." It even offers:
- Weekly Video Drills
- Inspiration From Top Players
- Personal Stats
- Worldwide Player Rankings
- And boasts a "30 % improvement in your power, speed and stamina"
It's basically a digital soccer class you can take for either 4 or 6 weeks. Genius.
This latest installment is of brand utility is of no surprise to me. I remember the early stages of nikefootball.com where they allowed kids from all over the world to upload their tricks and moves for all to rate, judge and mimic. Every practice and summer day for me was spent with friends trying to emulate what we saw on "NikeFootball". No other soccer brand I can think of had this sort of power over their community. If you loved soccer, it was the only site to visit.The same holds true today. Fact is, Nike truly understands what soccer/football lovers want to see and experience. They provide users with something to take away with them every time they visit. Something new. Something to talk about. Something they've never seen. Whatever they experience they are sure to tell others about.
Let's see what Adidas has in response....
1 comment:
Thanks for flagging down NikeFootball.com. Nike seems to shifting its dollars into more and more "Marketing as Service" programs like this including the Nike 6.0 social network on Loop'd for action sport types to Nike+ for runners. I've written about both on TheDrewBlog
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