NIKE+ FuelBand
“Life is a sport. Make it count.”
Research:
The NIKE brand represents a large facet of the athletic world. However, its goal is to reach all
categories of people and athletes, whether professional or non-traditional. In order to maintain a
common satisfaction for all publics, NIKE has found that audiences want a product that is
innovative, sleek, and cost-effective. NIKE consumers of all ages and backgrounds are not all
athletes. Therefore, it is essential to present this new product as one fit for all. The slogan “Life
is a sport. Make it count.” represents that sport and activity are both a part of daily life.
Henceforth, every able-bodied individual is an athlete and can effectively represent the NIKE
brand accordingly.
Campaign Period: May 1, 2013 – September 30, 2013
Target Publics:
1. Collegiate and professional athletes
a. Strategy/appeal: Winners of the NCAA basketball championship and teams
within the NBA Finals will receive free NIKE+ FuelBands and select apparel.
b. Media: television advertisements and locker room posters/banners, blogs, press
releases
2. Non-traditional athletes (break dancers, avid joggers, free-runners, etc.)
a. Strategy/appeal: Nike believes that if you have a body, you are an athlete.
b. Media: television and radio commercials
3. Adults ages 35-55
a. Strategy/appeal: Customers that make in-store purchases of the NIKE+
FuelBand will also receive discounted rates on select NIKE training shoes.
b. Media: radio stations and advertisements, printed ads in exercise
magazines/NIKE catalogues, NIKE website, blogs
4. Young adults ages 18-25
a. Strategy/appeal: Nike FuelBands can sync with the NIKE FuelBand app to keep
track of activity history, keep athletes motivated, and help individuals to stay
connected with their peers.
b. Media: television ads, printed media, blogs
5. Educated health enthusiasts
a. Strategy/appeal: NIKE+ FuelBand purchasers can set a goal to decide how
active they would like to be for the day, and can then track their progress along
the way.
b. Media: website, blog, radio advertisement
Goals:
1. Increase customer awareness of the new NIKE Fuel Band product
2. Encourage everyday athletes (all able bodies individuals) to exercise daily
3. Increase customer traffic to the NIKE website
Objectives:
1. Sell at least 10,000 units of the NIKE Fuel Band product by the end of the first month of
the campaign period.
a. Tactic 1: Maintain a reasonable price for the product that “average Joes” can
afford.
b. Tactic 2: Have set-up tables and/or exhibit shows to showcase the product at
universities with prominent athletic organizations, i.e. Duke University,
University of Maryland, etc.
c. Tactic 3: Visually promote product through television ad/commercial campaigns;
pitch launch to media through letter, press kit, fact sheet, and other necessary
materials
d. Tactic 4: Create SEO press release to be circulated prior to launch
2. Make $3.5 billion by September 30, 2013
a. Tactic 1: Hold special discounts for in-store purchases and NIKE members
b. Tactic 2: Partner with Target and Wal-Mart to sell product in return for future
business and merchandising fee
i. Press release will be distributed upon partnership announcement
c. Tactic 3: Promote on NIKE website, television commercials, and radio stations
3. Increase profit of NIKE exercise apparel by 20% by the end of the campaign period
a. Tactic 1: Hold ad campaigns with celebrity appearances wearing NIKE
merchandise
i. Professional basketball athletes will be the forefront of the campaign in
the peak of the NBA Championship.
b. Tactic 2: Hold special sales events once a month until the end of the campaign
period
c. Tactic 3: Partner with Planet Fitness gym to sell merchandise (water bottles,
sweat bands, braces, etc.)
d. Tactic 4: Promote sales on social media landscapes, i.e. Twitter, Facebook,
Pinterest, etc.
4. Increase customer traffic to the NIKE website by 25% by the end of the campaign period
a. Tactic 1: Encourage/Promote discounts on apparel through NIKE membership
online
b. Tactic 2: Promote new products online daily
c. Tactic 3: Create television and radio promos set to run weekly during the
campaign period