Nike’s Latest Health “Movement”

Credit: http://nikeplus.nike.com/plus/products/fuelband

It seems these days that many companies are trying to find ways to capitalize on the current health trend.  You see products that seem questionable, like some infomercial exercise equipment or diet pills, and then you also see products that could be somewhat legitimate.  Well, you might be wondering what this product in the picture is claiming to do.  This particular item is called the Nike+ FuelBand and it is one of many new products that are part of the Nike+ product line.

What is the Nike+ FuelBand?

It is an athletic band, similar to the size of a LIVESTRONG band, which has three accelerometers that tracks your movement throughout the day (NIKE+ FUELBAND, 2012).  It tracks your steps, calories burned, and also poses as a watch.  In addition to these features, the band calculates Nike Fuel, a measurement unit of physical activity.  It takes into account your height, weight, and age and includes all movement, as opposed to a pedometer that mainly calculates your steps (NIKE+ FUELBAND, 2012).  At the end of the day, you simply take off the band and connect it directly to a computer, because the band is also a USB device when unhooked.  Also, the band is water resistant so you can wear it in the rain or in the shower (NIKE+ FUELBAND, 2012).

How does it apply to marketing communications?

Screen Capture – Nike+ Application (MAC)

You might be thinking, “Well, that’s an interesting product, but how does that apply to marketing communications.”  When users connect their band to their computer, it automatically updates their numbers on the Internet and takes the user to the Nike+ website.  You are first welcomed with the update screen that shows the other Nike+ products.  If you connect your band everyday to update your numbers and charge the device, you are constantly reminded of the other products in the Nike+ product line.

Screen Capture - http://nikeplus.nike.com/plus/home/NickRodgers/

Then you are taken to your personal Nike+ website, which holds all the information of your physical activity.  As you can see in the picture, there are ads posted in two locations.  While the user is looking at their goals and checking their progress over days, weeks, months, or years, they are welcomed by these two ad locations.  Also, the branding around “Nike Fuel” is great because instead of comparing steps or calories with another individual, Nike has created their own unit of measurement that will be discussed.  You can even register your friends on Nike+’s website, so you see how you compare with your friends without having to discuss the numbers in person.

Credit: nikeplus.nike.com

Finally, this is a great database that Nike is growing on consumer behavior.  They are obtaining great insight on data that reflects their customers’ physical activity, which is associated to information like height, weight, and age.  Also, for the GPS products that are included in the Nike+ product line, Nike has the ability to see where each user is exercising.  You can actually see this when you are logged into the website.  The map shows hotspots and popular routes of where there is a lot of physical activity.  Looking at the picture, it’s nice to see that people at USC are active (or at least according to users that have a Nike+ GPS product).  Overall, the branding with this band is great because it makes you think about Nike EVERYDAY; because you want to see what your progress is each day.

Personal Review

Well, I seem to have fallen into the brand advocate category.  After receiving one from my wife on Father’s Day, I have told everyone around me about it.  There seems to be a strong social effect around the band.  My CEO, Medical Director, and brother have all purchased one, and at least two pharma reps I know are strongly considering purchasing one.  Now, to be fair, I used to carry a pedometer around with me to try to hit at least 10,000 steps a day and would compare steps with those around me, so this type of activity was already occurring in my social circle.  When comparing my pedometer to the FuelBand, there seems to be a discrepancy with the calculation of steps.  I am not exactly sure which one is correct, because I do not count each step I take everyday.  Even if the band is not 100% accurate with actual steps, it still seems that it is a good way to log physical activity everyday, because the band and website take care of tracking all your information.  As long as I have a consistent unit of comparison, which is now Nike Fuel, I am happy.

References

NIKE+ FUELBAND.  (2012).  Nike+.  Retrieved from http://nikeplus.nike.com/plus/products/fuelband/