Shoes Communities
The first time he danced, the iPhone screen displays the vertical height of 58cm
. Ricky Engelberg said, "you can it?" Nike, the global digital campaign director of consumer experience.
June 16 in Beijing Wukesong Sports Centre Master center, Yi Jianlian, wearing a pair of very striking bright yellow basketball shoes in front of everybody, it is not yet listed in one pair of Nike + basketball shoes. He presents how the foot of the shoes with the iPhone is connected to measure the movement values.
Yi replied, "to a number."
Ricky said 60. Yi Jianlian jump landing, the iPhone screen display 78cm. More than Ricky to the target site applause.
Ricky, the Speed is very fast Americans, said with emotion, "Every time this time to see the athletes more than his own record, that is when we are most pleased."
Ricky where the department, Nike Digital Movement (Nike Digital Sport), the goal is to develop a variety of equipment and technology related to monitoring of participation in sports and personal statistical data to help users. The team is the core of Nike's digital domain, since its inception in 2010, rarely open to the outside world. Nike in Oregon, United States headquarters in Beaverton, the department door hung a sign: "Forbidden Zone: We hear you knocking at the door, but we can not let you in."
Here, the world's top athletes, including LeBron James, Allyson Felix, even Liu Xiang, Li Na, who spent a lot of time and Nike engineers and scientists together to participate in product creation.
Mysterious department
Nike digital sports sector representatives, Ricky said in the opening speech of June 16, the top athletes who came to the Nike lab, because they know that, in order to improve performance, you must first understand the principles behind, we must first know in the end run faster, know own strength to strength, flexibility, and reaction time. This is why athletes on the measurement results to achieve almost the extent of obsession, because they know that to be measured will be able to be promoted. It is this idea inspired Nike creative.
June 29, Nike launched the Nike + Basketball and Nike + Training two revolutionary movement experience, corresponding to the shoes with the Nike + technology, were priced at 1979 yuan and 1699 yuan.
the next turn 02 edition
On the next version 01
Ricky size extra baggage, American accent, speed is very fast. Nike Greater China general manager of digital operations Nicolas Zurstrassen jokingly said, everyone knows Ricky Speed too fast, because he is doing with the digital technology.
In an interview, Ricky refused to disclose the team's many people, but he described the state of their own and team work. He said, "Our working environment is very pleasant here, to do product research and development, was responsible for the service, some for the experience, full of passion. Us, it was often to test these products to ensure optimal performance, in fact, our product should be tested by the team of people running or playing basketball, not only of technology, their passion for sports and daily life in such an environment where people feel inspired by the spirit. "
Nike digital sports department was established in 2010, the goal is to develop a variety of equipment and technology to help users to participate in sports when monitoring personal statistical data. The department by mastering all of the Nike consumer data tracking consumer demand, the Nike ever closer contact with consumers through online communities.
Before the development of the Nike + basketball series, Ricky team visited Duke find coach Mike Krzyzewski (Krzyzewski, known as "old
Coach K ") and asked him for basketball training
What want to measure the indicators.
Coach K said,
"I can see the players how to vote
Basket, how to pass, but
I would like to know whether they have intentions,
How hard they scraping. "
This inspired Nike Digital Movement
Creative sector, they hope that once the ball
The members wear the Nike + basketball shoes, will be able to rate the otherwise invisible scraping action, so that we can all appreciate how hard players scraping.
In the final product, Nike + basketball be able to measure the athletes jump height in each game against the strength and speed of response.
The June 29 release of the Nike + Basketball and the Nike + Training, use the Nike + Pressure Force chip. The chip installed in each shoe, you can record the user's motion data, and then sent to the user's mobile device via wireless data transmission, demonstrated in previous training or competitions is completely unable to obtain the data.
For this pressure sensor, the team of Nike digital sports department in the laboratory with the athletes to work together for a long time. Ricky said, "Sometimes if you do not pick up the insole of view, you will not even feel the presence of a pressure sensor in the shoes. Zero interference is the soul of Nike products."
Nike +
Nike's most successful digital sports innovative Nike +.
The first generation of the Nike + running products and applications come out in 2006, as listed on the early 2012 Nike + Fuelband (a wristband to track daily exercise equipment), Nike + community is rapidly expanding, and now has 7 million users of electronic communities. If you count the fans on Facebook and Twitter, Nike has a huge social network.
Although no financial details on the Nike + is disclosed, but analysts said the Nike + membership increased by 55% in 2011, while running the business revenue growth of up to 30% to $ 2.8 billion, Nike + credit.
Back in 2006, the Nike headquarters engineers noted that almost everyone use the iPod in the campus of the University of Oregon, after which they and Apple's team began to meet, since the birth of a cross-border cooperation: the Nike + iPod sport package.
This attempt was soon proved to be extremely correct. With this suit, runners can measure your exercise time, pace, energy consumption, these data can be uploaded to the dedicated community of Nike The nikeplus.com professional training advice, or to share their experience with other runners .
Since then, Nike released the Nike + GPS, and the Nike + Training App, there is one called the Nike + SportWatch GPS equipment and specialized areas for the Nike + Basket-ball and so on.
June 29, the latest release of the Nike + Basketball and the Nike + Training products will also be the exclusive iPhone, iPod Touch series. Ricky said: "We are at an unprecedented application of Bluetooth technology with Apple co-operation was very successful."
China released the Nike + Basketball are the Nike + Training products, Nike China received over 2000 letters of inquiry e-mail within two days. The accident is the Nike staff, said, "China's interest in children seems to be particularly large. They are like to the store to try.
This is too important to target consumer groups - young people. They are more willing to buy a pair of cool dazzle shoes, and they have time to discuss, share in the online community, and even challenge the shoes records the data.
The first pair using the Nike + technology of basketball shoes called Nike + Hyperdunk 2012 Basket-ball this season NBA regular tournament MVP LeBron James (Lebron James) is also involved in the design, he said, "the Nike + Basketball are will change the whole game rules. This will training methods to bring a great deal of impact and change. "
This summer, Lebron James will wear Nike + Hyperdunk 2012 went to London to participate in the competition.
Nike + Hyperdunk charm is when you do a fantastic action and want to show off to others, you can use the Nike + "display" function. Their performance can be recorded and real-time movement of data superimposed on the video, upload videos to Face-book, Twitter, microblogging, YouTube and other social networks.
Ricky said, so interesting why stop at basketball? Nike team turn the Nike + to expand into other areas, such as sports training, the birth of the Nike + Training. As long as a single click, download a mobile application, you can get a training program designed by the world's top athletes and coaches. Li Na, including the world's top athletes are involved in the design of training programs.
by: sumer
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