NIKE, UNDER ARMOUR / MOTIVATING FACTORS
8 May 2012
Missions and goals: fitness brands reward participation
- Brand
- Nike
- Under Armour
- Media Type
- Online
- Retail / POS
- Product Category
- Clothing & Footwear
- Country
- Mexico
- USA
- Source
- News
- Agency
- Crispin
- Tags
- Sport
- Exercise
- app
- Digital
- Auction
- Currency
Sports brands have embraced gamification, apps and challenges in a bid to encourage a wide range of participants to get down to some exercise. We were recently impressed by two differing approaches from Nike and Under Armour.
Nike in Mexico has launched an online auction site for exclusive products, with a twist. People can only bid with kilometres they've run.
The initiative is part of the brand's #MakeItCount campaign, with JWT, Mexico, to promote Nike's new shoes and build the Nike+ platform. The idea is to encourage people to use the new Nike+ sneakers, which allow you to count your steps and calories and upload your workouts to track your training through specially designed software. As long as people run with the sneakers, they will accumulate online kilometres they can later use to win the product's online auctions.
Nike+ users have been heading to Nike Mexico's Facebook fan site since 24 April and bidding their hard-earned kilometers on Nike products, such as a pair of Nike Free Run+ 5.0 sneakers for women. The more kilometres you're able to bid, the higher your chance of winning the goods.
Under Armour has taken a less product-led approach to encourage women to set fitness goals and share their stories for the chance to win a sponsorship deal.
What's Beautiful is a contest taking place over digital platforms that encourages women to set themselves fitness goals and share their stories. Hosted by fitness apparel brand Under Armour (UA), participants need to complete 19 challenges over nine weeks and document their progress with photo and video footage alongside diary entries.
A shortlist of ten, decided by UA, will culminate in three winners being named on 26 June. These women will then receive a one year sponsorship deal with the brand, comprising UA gear and access to training and nutritional advice, while runners-up will receive $1,000 of Under Armour gear.
A short film above offers a description of the challenge, while the home-page of the What's Beautiful site is the central hub for all the videos. Through ad agencies Crispin Porter + Bogusky, Boulder and Philadelphia-based Red Tettemer + Partners, What's Beautiful is being billed as a 'competition to redefine the female athlete'.
Nike's initiative cleverly links back to its products, rewarding runners for the miles they have racked up. Exercise visualised via Nike+ has become a currency, something Nike's Fuelband reinforced by essentially branding energy under one comparable metric. But now it's gone one further with some smart thinking that's absolutely in line with its positioning as a brand about self-improvement.
Under Armour's focus on semi-professional athletes treads the path that was adopted by Gatorade in 2009. Despite having a less direct path to purchase than Nike, the inspiring submissions see female participants sharing fitness tips and supporting each other, endorsing the product and building an understanding of what the brand stands for.
Nike in Mexico has launched an online auction site for exclusive products, with a twist. People can only bid with kilometres they've run.
The initiative is part of the brand's #MakeItCount campaign, with JWT, Mexico, to promote Nike's new shoes and build the Nike+ platform. The idea is to encourage people to use the new Nike+ sneakers, which allow you to count your steps and calories and upload your workouts to track your training through specially designed software. As long as people run with the sneakers, they will accumulate online kilometres they can later use to win the product's online auctions.
Nike+ users have been heading to Nike Mexico's Facebook fan site since 24 April and bidding their hard-earned kilometers on Nike products, such as a pair of Nike Free Run+ 5.0 sneakers for women. The more kilometres you're able to bid, the higher your chance of winning the goods.
Under Armour has taken a less product-led approach to encourage women to set fitness goals and share their stories for the chance to win a sponsorship deal.
What's Beautiful is a contest taking place over digital platforms that encourages women to set themselves fitness goals and share their stories. Hosted by fitness apparel brand Under Armour (UA), participants need to complete 19 challenges over nine weeks and document their progress with photo and video footage alongside diary entries.
A shortlist of ten, decided by UA, will culminate in three winners being named on 26 June. These women will then receive a one year sponsorship deal with the brand, comprising UA gear and access to training and nutritional advice, while runners-up will receive $1,000 of Under Armour gear.
A short film above offers a description of the challenge, while the home-page of the What's Beautiful site is the central hub for all the videos. Through ad agencies Crispin Porter + Bogusky, Boulder and Philadelphia-based Red Tettemer + Partners, What's Beautiful is being billed as a 'competition to redefine the female athlete'.
Nike's initiative cleverly links back to its products, rewarding runners for the miles they have racked up. Exercise visualised via Nike+ has become a currency, something Nike's Fuelband reinforced by essentially branding energy under one comparable metric. But now it's gone one further with some smart thinking that's absolutely in line with its positioning as a brand about self-improvement.
Under Armour's focus on semi-professional athletes treads the path that was adopted by Gatorade in 2009. Despite having a less direct path to purchase than Nike, the inspiring submissions see female participants sharing fitness tips and supporting each other, endorsing the product and building an understanding of what the brand stands for.
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