“When did you hit your goal?” In Las Vegas for a conference last week, I heard that question more times than I could count. They were talking about their NikeFuel goals, of course. It seems like people everywhere have traded in their Livestrong yellow wristbands for Nike’s latest innovation, the Nike+ FuelBand. Much has already been written about the technology and gamification of an active lifestyle that Nike delivers with this hybrid of a watch, accelerometer, online social network, and digital physical activity drill sergeant. What I find even more fascinating is how there, on your wrist, each and every waking (and sleeping) moment lives the Nike brand. It becomes even more a part of you then when you slip on your swoosh-emblazoned sneakers for your daily jog. The brand is permanently there, jolting you into action, applauding your accomplishments — and branding you.
The Wearable Brand, Tracking Your Every Move
Customers are eager to give away private data if it helps them become thinner, happier, and richer.
January 16, 2013
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.
Learn More & See All Courses
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.