BIMA Awards 2006 - Innovation

Nike+ was born as a multi-channel, multi-sensory marriage of Apple and Nike technologies.

R/Ga was brought in to create the product's web experience, and the entire data spec for how Nike running shoes speak to Apple iPod nanos, which sync with iTunes, in turn sending the wearer's personal workout data to the web.

The toughest creative challenge was establishing and maintaining simplicity. With a seemingly complex product, the agency had to create an immediately resonant experience for a broad target market, from serious marathon runners to everyday fitness joggers.

It created nikeplus.com - an online experience of virtual racing, progress tracking, motivational goals and stories, and global community comparison tolls.

Visitors to the site can find out more about the products available from both Nike and Apple and how they work together. They can also view inspirational video stories from the likes of top athletes Paula Radcliffe and Lance Armstrong on the importance of music as part of a training programme.

Keen runners can also find out what Paula, Lance and other athletes like to listen to when they are training, and get inspiration by checking out their full playlists at iTunes.

A counter on the home page tracks the number of kilometers run to date, and names of people currently running pop up from an interactive map. Top runners also featured on a leaderboard.

The Nike+ web experience scored consistently highly among the judges.