Nike: Win the Hour

This case study describes how Win the Hour, a new feature on the upgraded SE version of the Nike+ FuelBand wearable tech device, helped Nike form an "every day, every hour" relationship with its users.

Nike: Win the Hour

Campaign details

Advertiser: NikeAgency: R/GA New YorkCategory: Wearables Impact on Marketing Region: North America

Strategy

Decades of research show that true fitness is achieved by moving consistently all day. Yet most people do intense workouts, followed by long periods of sitting - a trend exacerbated by the modern workplace. The new Nike+ FuelBand SE features a radically simple new feature: Win the Hour. Move for 5 minutes in a row, and you win the hour. In just the first few months since launch, millions of hours have been won...

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