New-Tech Europe | March 2016 | Digital edition

Nike HyperAdapt 1.0

The new Nike+, which provides an all-access pass to athletic potential, similarly characterizes this period. “We are surrounded by technology and data, but for athletes to truly achieve their potential they require something richer and more meaningful. They don’t need a dashboard; they need a relationship,” Parker says. Connecting Nike’s wealth of sport knowledge with its footwear and apparel offerings, Nike+ translates the “plus” to “personal,” providing members with customized guidance, support and a host of tailored resources that unlock the best of Nike. Dynamic coaching and training programs help improve a full gamut of activity — a runner’s times, a weightlifter’s strength and a yogi’s flexibility. In person, Nike+ Run Club and Nike+ Training Club sessions bring communities of athletes together

for shared inspiration and motivation, whether in intimate neighborhood sessions or at international marathons. This engagement also applies to new athletes. Nike’s suite of digital products welcomes them with starter programs as well as shoe and product suggestions. As such, Nike+ realizes a universal truth in sport: Community is a potent motivator. “We have the most personal solutions to today’s most common challenges,” asserts Parker. “We know athletes better than anyone else. Today, for the first time, all athletes can benefit from that expertise.”

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