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Nike Women: Gone running (USA)

 

Posted on September 4, 2007
David Billion

 

Ladies, you would like to go running whenever you feel like it, but you don’t know how to fit that into your busy schedule? Nike has thought of these consumers and offers them a clever device to do just that, while at the same time promoting the sport brand’s image.

The front side of this watch reads "Gone running" and “Will return at…”. On the back side, a short text informs readers about the reasons for this absence. A creative idea, ideal for creating conversations. The watch was distributed in different Nike shops across the USA, it was also available on the website nike.com.


The offline campaign mirrored the interactive website nike.com. In the section dedicated to running for women you can buy the running outfit that is adapted exactly to your local weather conditions. You can also move the hand of the watch and every 15 minutes discover a different reason for going running, for example “The internet will be here when you get back. Promise.”

Once more, Nike reaches its female target group and convinces even male consumers. The reactions to this campaign on blogs, a reliable indicator for consumer opinion, were very positive. Just a pity that it was only directed at female American consumers.


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