Nike’s #makeitcount Campaign – The power of the brand and social media

The world’s biggest sporting brand has launched it’s annual campaign driven by the force of social media. All athletes, including runners have been asked to tell Nike and the rest of the world how they are going to “make 2013 count”. The campaign, endorsed by a number of Olympic and world athletes and titled with the infamous Twitter hashtag has attracted thousands to sign up. Motivational images such as the ones below are leading the movement to encourage athletes to sign up and connect with the rest of the world about their sporting goal for the next 12 months.

Take a look to see how the running community got together in New York for #makeitcount 2012 last year (how I would’ve loved to have been there!). It portrays so well the power of the Nike brand and as well how social media in isolation has it’s own power to bring people with similar interests together.

The#makeitcount campaign doesn’t just involve athletes to pledge their sporting goals for this year, it gives a general message of doing something more active with your life. This has been introduced to coincide with the release of the Nike+ fuel band which retails at around £129 and basically tracks how “fuelled” up you are on activity (and adrenalin). Take a look at this amazing video, made by Casey Neistate, an American film producer about how he is making this year count:

(My heart literally stopped when he jumped from that waterfall)

Casey’s video which is full of energy and motivation is exactly the kind of marketing Nike have so successfully involved themselves with. Marketing and positioning of a brand has become ever more essential in the age of the social media revolution and the citizen journalist. Making their brand about people and experiences and allowing them to share those in a world wide community rather than another dreary product focused advertising campaign is something Nike has perfected over the past decade.

Few more #makeitcount pacts from Nike’s Facebook page:

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However, Nike have not lost sight of the importance of high quality products and the way these are marketed and released has also proven vital to their success. The introduction of their Nike Free trainer just as the phenomenon of minimal and barefoot running started to take off is a clever and successful move.

They have managed to consistently make their profits rise year on year – they recorded a $24.1 billion revenue in 2012 and adapting their products to fall in line with changing trends and fashion has proven to be the magical formula to ensure this keeps happening. How even after thirty years and in a global economic downturn, people continue buying Nike gear and everyone wants to be seen in it is a massive achievement. And I don’t see it changing any time soon. Bravo Nike.
Will you be #makingitcount this year?

Happy Running.

K

First run of the year

So the first run of the year is out of the way and I thought i’d share it with you.  It took a good few days to pluck up the courage after the Christmas binge. I wasn’t too hard on myself route wise as I knew it was going to be a tough one.

I ran a quick half an hour 5k from Penarth Marina across the barrage to Cardiff Bay and back.

 

 

 

 

 

 

 

 

 

 

 

 

 

I wrapped up pretty warm with Nike thermal leggings, a Nike thermal long sleeve top, a Dri-Fit jacket, my new reflective Nike gloves and fleece headband. The temperature wasn’t as low as I thought it was and about half way through I took off my gloves. It’s surprising how much you cool down when the air can get to your hands!

I ran about 7pm when it was pretty much pitch black so having reflective gear on was pretty essential as part of the run was along a narrow road. Although the barrage is brightly lit almost all of the way, it’s quite hard to see the ground. There is a lane for bicycles which isn’t lit and a walkers route where the spotlights are. I ran along the walkers route as there wasn’t too many people around. Although I couldn’t see exactly where my feet were it didn’t put me off as the barrage is all pedestrianised so I wasn’t worried about ditches or potholes.

It felt good to be back on the road after a few weeks off. The temperature was perfect for the first run as it wasn’t too windy or cold but I had a nice breeze on my face. This is the first time I’ve covered this route exactly and I’ll definitely be doing it again. There is a great view right across Cardiff Bay and you are often accompanied by other runners.

Having the luxury of not having to stand pissed at traffic lights which you often have to do when city running (especially in Cardiff) is great but the run wasn’t completely uninterrupted…the barrage was up and I had to wait a good 5 minutes for it to let the boat through and lower back down. Not great when I was 10 minutes into the run and just warming up. It wasn’t all bad though, certainly no where near as annoying as hundreds of traffic light stops…so I took some random barage viewphotos for you whilst I was waiting…

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

I ran in my new Nike Frees for only the second time as the weather has been so bad here and I can only run in them when it’s dry. There is a lot less support in them than my Asics but they are so much lighter and as long as you keep on flat smooth ground you won’t have any problems. I loved running in them but as there is hardly anything in them you can feel everything and towards the end of the route my ankles started to ache slightly but I think that’s because my feet are used to my other trainers. A few more goes in them and I should  be right as rain.

So all in all a good run and I’m feeling confident about my fitness for this year.

A quick music suggestion – I had this song on loop for most of the run and it’s definitely up there as one of my top songs of 2012. With a highly appropriate title here’s Jessie Ware’s Running (Disclosure Remix)…

Happy Running!

K