It’s really no longer a foreign concept these days for people to live their daily lives through and alongside brands: we practically live our lives – and everyone else’s’ – vicariously through Facebook, communicate and now even wear Apple; we even complete our own self-diagnosis through Google (which I would strongly avoid doing, as you usually come to the conclusion that you have every possible symptom for every possible disease, of all time).
Yet despite a highly saturated and competitive fitness market and industry, in which the growth of gadgets, tech and apps has seen a continual steady increase, this week saw global sportswear leader, Nike, take their lead category of running, and what essentially is one of the most popular fitness activities, to a whole new level of personal.
Come June 2016, Nike’s newly designed and innovative Nike+ App will provide a completely connected and holistic approach between the user, their fitness lifestyle, and the brand – every hop, skip and jump – or rather, run – along the way.
The updated version of the current Nike+ App will work to serve all aspects of the user’s training: from product recommendations, motivation and goal encouragement, provide the ability to connect to other users and the overall App community, as well as expert advice specific to their own goals.
Nike is not unknown to the fitness gadget world; Nike+ Apps have been made available on the market since 2014. Yet the innovation with this soon-to-be-new-release is not only within the content, but more-so within the approach Nike has taken: the world’s most innovative apparel brand has, essentially, instead of going one step forward within their digital offering, they have rather gone back-to-basics, within bringing the personalised and individual experience that one would usually find within a bricks-and-mortar environment to their digital offering.
What will be on offer is an overall seamless approach to the brand, new products and releases, whilst allowing users to maintain a sense of personal uniqueness.
The App will be ticking all the boxes with providing a holistic offering to its user regarding fitness: need training advice? You can book a 1-2-1 with an expert coach. Need to know which footwear will get you through your upcoming event? Product information and recommendations specific to your needs are fed directly to you. Speaking of events – want to know the next Nike Run Club is? Be the first to know of upcoming event details and community meet-ups.
And of course, updated feeds of new style releases will be provided continuously. A little product placement never hurt anybody – after all, users will also be able to search, hold and buy products instantly from the app.
How very swish – or, rather, swoosh.