Nike+ FuelBand: The power of 'functional integration'

The Nike+ FuelBand, winner of three Gold Awards at the 2012 Jay Chiat Awards (case studies which Nike declined to make public), is a prime example of how embedding branded technology into everyday life ('functional integration') can offer a strategic alternative to 'big idea' communications.

Nike+ FuelBand: The power of 'functional integration'

Geoffrey PrecourtWarc

Browse selected winners from the2012 Jay Chiat Awards for Strategic Excellence.

R/GA, and its work with Nike, proved the big winners at the American Association of Advertising Agencies...

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