Nike+ Gets First Ever TV Ad Push

Nike’s latest TV commercial promotes its Nike+ wireless music system – produced
in collaboration with Apple iPod nano – for the first time, inviting runners to
join the 250,000 registered users of the service around the world thus far.

The ad, which features the strapline “Run Like You’ve Never Run Before”, is
the first pan-European television campaign to feature Nike+ technology since its
introduction in September of 2006.

The commercial, created by Nike’s incumbent advertising agency Wieden &
Kennedy Amsterdam, allows viewers to experience Nike+ on-screen through the eyes
and thoughts of a runner.

The new campaign, “Addicted”, airs in both 60- and 30-second formats across
Europe through to the end of May. The campaign will also be supported with print
and digital advertising.

“Addicted” was shot on location in Prague, The Czech Republic, New York City,
USA and Marseille, France. The voice-over in the English language spot is
performed by actor Edward Norton.

To experience Nike+, an athlete needs Nike+ ready footwear, an iPod nano and
the Nike + iPod sport kit, which contains the sensor and receiver. There are
over a dozen styles of Nike+ ready footwear to meet a wide variety of running
styles and preferences.

The Nike + iPod Sport Kit allows real-time data – pace, time, distance and
calories burned – to be heard over the audio through headphones or seen on the
display of the iPod nano.

After a workout, the data is sent to nikeplus.com by syncing the iPod nano to
a computer. On www.nikeplus.com, runs can
be analyzed via a dynamic interface and stored for future reference. Runners can
set personal goals for themselves or challenge one another.