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Brands count

posted 24 Sep 2009, 13:46 by Mario Pedroli   [ updated 29 Sep 2009, 05:39 by Jeffrey Visser ]
Not the product, not the promise, but the data.

Nike’s mission is to "To bring inspiration and innovation to every athlete in the world. (And if you have a body, you are an athlete)," said Michael Tchao, General Manager of Nike Techlab, at the wonderful Westergasfabriek venue of PicNic09. Inspiration can be invoked by measurement and competition. And so the iPod is transferred into a pedometer (counting your steps) and data is sent to a website to record and compare your efforts. Doing so co-brands Nike with Apple, creates a community and motivates the user to run. And as we all know, that will wear out your shoes.

Sport fans adore stats. How fast, how often, how much. A real fan knows all the data of a player and a club by heart. Only for rugby data is hard to get. There is always a pile of man on the ball and progress is measured by feet instead of possession of the ball. So RFID tags are put on all the players and the ball. Sensors around the field measure every movement of ball and players: a wealth on stats. Since Guinness and rugby go well together Guinness financed the project and thus owns the numbers and thus now owns rugby. Cheers.