Nike has clearly established a name for itself when it comes to to sports apparel. Now, Nike wants to offer their customers more then that. Rather than just offer Nike products and send their consumers on their way, Nike has the opportunity to become more involved in the lifestyle of their customers. By creating online chat communities or Nike sponsored sports competition, it creates a buzz for the brand name which, in turn, can increase Nike's product sales.
Nike's global director for brand connections, Stefan Olander, Explains:
"Much of the company's future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions. We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go. How can we provide a service that the consumer goes, 'Wow, you really made this easier for me'?"
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