NIKE: TRUE CITY

Once again Nike have come up with a successful route to their consumers through the use of iPhones and mobile technology. By creating a city guide application they are appealing directly to the lifestyle market. It engages the right market on a platform that had proven to be successful.

The iPhone app is aimed at creating a tiered travel or city guide for six different European cities. This app involves users directly by getting them to influence the city guide by using what they feel people should know about their city. 

This is an app for the people, by the people.

Here is the short report by WGSN on this new and exciting move from Nike...

'NIKE OFFERS CITY GUIDES WITH NEW IPHONE APP'
RACHEL ARTHUR, WGSN 19 JANUARY 2010

'Nike has launched an interactive iPhone app that provides users with an inside guide to six European cities while also allowing them to add their own content in real time.

"True City", created by digital agency AKQA, sees Nike Insiders posting regular updates in London, Berlin, Barcelona, Milan, Amsterdam and Paris, while users can then tag places they like, reports New Media Age.

The aim is to "Make the Hidden Visible", facilitated by mobile technology like geo-tagging and an embedded QR reader allowing access to locked content like local event listings.

There is also information on the latest product releases and users are encouraged to link in to Facebook Connect, adding a social media functionality.'