Nike actively embraces the industry changes brought about by the internet

Absrtact: While the local sports brands are still struggling with inventory, Nike is already embracing the industry changes brought about by the Internet. Last December, Nike, in collaboration with incubator TechStars, launched the Nike+accelerator project to encourage the entrepreneurial team to take advantage of Nike's

While local sports brands are still struggling with inventories, Nike is already embracing the industry's changes brought about by the Internet.

Last December, Nike and incubator TechStars launched the Nike+accelerator project to encourage entrepreneurial teams to use Nike platforms to develop more innovative applications. Now, 10 candidates are finally out. They are currently working on a 3-month entrepreneurial guide at Nike's headquarters in Portland.

Let's take a look at the 10 items in the Nike phase.

Fitness Course Book website gorecess

Gorecess is an online booking platform for the docking of fitness courses and sports enthusiasts, which simplifies the flow of the past by making it easy to schedule courses based on your geographic location and desired movement.

Competition Organization Management Platform Recbob

Hold a game of the tedious each experience of the organizers have a deep experience, recbob is to solve this trouble and born, as long as the site to create a game, it will automatically notify your friends through the client, and also for a variety of unexpected conditions for personnel adjustments. With Recbob, you can even use it to organize a small "World Cup" in your own community and even in the city.

Game Studio Chroma

Chroma is an independent gaming studio, a company that specializes in virtual reality technology. The company is currently working to develop a mobile game called Jumpbots, the specific content of the game is not known, but its official online introduction, this is a social attribute of the game, users can launch a challenge to friends.

Electronic Tactical Board Coachbase

Coachbase is a tailored application for coaches. Like to watch the NBA's friends will be on the side of the coach in the hands of the tactical whiteboard impressed, Coachbase will be the ipad into a tactical board, it can record the coach to draw each set of tactics, and to the animation demo, and finally can share them to their players, greatly enhance the efficiency of the coach.

Sports Charity website Fitcause

Fitcause is actually a charitable project designed to combine sport with charity. For example, a user can create a goal--10,000 calories to donate 1000 dollars to charities, and sponsors can invite friends to accomplish goals in order to reduce their financial stress. This is a good idea, but it seems unlikely to replicate such a model at this stage.

Advertising Platform Highfive

Highfive is a link between merchants and users of the advertising platform, when the user's physical activity reached a certain degree can get some rewards, through the access to the user's movement data, it can achieve relatively accurate advertising. For example, a person with a weight loss goal can be in the amount of exercise to achieve a certain degree can enjoy the wireless health scale discount.

Enterprise-class fitness management platform sprout at work

For large companies, sports fitness is a cohesive team, shaping the enterprise culture is an excellent means. Sprout is such a campaign for the internal health community, employees can record their daily activities and with colleagues to compete, for the company, the staff's physical strength also means that there will be a better situation to face the work. Today,  has become one of its first customers.

Children's version of the Fitbit pedometer Geapalz

Geapalz is a similar to the Fitbit of pedometer products, but it is tailored for children, its modelling is a variety of cute cartoon image, website and mobile end of the UI is also in line with the children's aesthetic cartoon style.

Fitness Card Game Fitdeck

Fitdeck is a sports fitness theme card game. Traditional fitness programs often make people feel very boring, because each of the sports are relatively fixed, the exercise will soon be tired, but fitdeck in the form of cards so that the exercise can be random combination of sports items, so as to increase the fun of sports.

Undefined incomparable Things

Incomparable things is a very special company whose vision is to focus on children's health, but it has not yet been rolled out. The interesting thing about the company is that it wants to move from a psychological, sociological perspective and combine technical tools to help people overcome inertia that hinders movement, which may be the reason to impress Nike.

The popularity of digital products such as Fitbit, Jawbone up and so on is quietly changing the traditional sports industry, its connotation is no longer just in the past people recognized sports shoes clothing, but extended to the Internet closely integrated with the digital products this new area. In this new battlefield, the veteran giant Nike has taken its own solid first step.

Since 2005, when Apple secretly developed Nike+ipod's product portfolio, and by 2010 officially set up the digital movement (Digital Sport) department, Nike has spent 5 years gradually combing through its position and direction in the internet age. Today, the Internet and big data have begun to profoundly influence the company's traditional business.

Nike's digital sports platform Nike has more than 10 million registered users, and its collection of user movement data has become an important reference for Nike in product design.

Nike running shoes product design Director Robert Dolin, in an interview with business value, revealed that the data collected by Nike showed that a large number of users were running at night. "When we understand this, we start to think, what do people need to run under dim conditions? There is no doubt that visibility and security. Therefore, when we design shoes with reflective material, in the design of clothing also added reflective material. ”

This is just a microcosm of the internet and the impact of big data on Nike.

For a company in a traditional industry, it is no easy task to make adjustments to the business and train of thought. Because the properties of the product are changing and the sneakers of the past are becoming a consumer electronics, Nike's "Young" digital sports department has to work with the design department as a "predecessor".

For example, the digital sports department is going to add more sensors to the shoe, so the design department must make corresponding compromises and adjustments in product design. And standing in the designer's point of view, in a sense, digital is the design of their own an "invasion", so conflict is inevitable.

"Of course, we often have conflicts. Robert Dolin bluntly, some of the ideas in the Digital sports department seemed to him to be "bad". "But I think it's part of life and work, and once there's conflict and stress, it means we can fix something." ”

For companies in transition, the impact of Sina thinking is inevitable, at this time, open and tolerant attitude is particularly important. This change in the incubator, but also reflects the company's positive attitude to embrace change. Nike realizes that to complete the transition, it needs to use the power of "extended" to break down his mental limitations.

Look at the first batch of 10 start-up teams selected by Nike and find something very interesting. In these projects, the fitness games Fitdeck, the fitness class scheduled platform gorecess and so on service is the populace consumer, this is closely with the Nike current target consumer crowd, but in addition, also has sprout at work and Geapalz respectively for enterprise and the child's service.

The potential of the enterprise market has been grossly underestimated, and many companies are unaware of the importance of employee health to the efficiency of the business, which will certainly change in the future, and for Nike, corporate customers can help Nike further expand its consumer population, Some people without exercise habits may start exercising under the influence of corporate culture; the children's consumer group is another crowd that Nike has not done well to cover, and the value of this data is self-evident through the child pedometer product Geapalz.

While Nike also faces inventory problems in the Chinese market, thanks to the waning enthusiasm of the popular Movement, cyclical growth and recession are normal. And when the market picks up, Nike's current digital seeding will usher in a bumper harvest. It took 20 years for the local brands to close the gap with the international giants, but as the mobile internet and the Big Data era came, Nike suddenly sped up and left its rivals behind.