Nike ramps up Olympic digital push with activity app

Nike has unveiled a wristband and related app that allow users to record their fitness activities and share the information with friends as part of a wider campaign aimed at building a community around sport ahead of the 2012 Olympic Games.


The Nike+ Fuelband – which tracks activities including, running, dancing and swimming – lets users set personal targets and measure their movements.

Feedback will be given via a free app on either Apple or Android devices, which users can then share their scores and goals with one another on using several social networks, including Facebook, Foursquare and Path.

The wristband, which has been co-developed with digital agency R/GA, will go on sale in the US and the UK in May ahead of a global rollout.

Earlier this month, Nike unveiled its “Make it Count’ London 2012 campaign by urging consumers to reveal their personal pledges for the year on Twitter. The social media initiative was backed by a series of short videos, featuring athletes such as Rio Ferdinand and Mo Farah.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here