TSMA Yearbook 2018

88 2018 Yearbook 6 Case Study Since 2006, Nike has promoted Nike+. Its applications from recording running miles to the present NRC and NTC (Nike+ Training Club) and so on. The downloading number of Nike+ Training Club has reached 16,000,000 and meanwhile, 9 million females already downloaded Nike+ Running APP. Nike+ digital club will be an inspiring and optimistic group which shares knowledge and experiences. It is a global ecosystem which can stimulate females worldwide. Nike uses this method to have sporting females better understand themselves and assist them to reach their training goals. The most challenging project is that Nike incubates an ecosystem named NRC, that is, Nike+ Rub Club, consisting of sports applications, running courses, NRC coaches and pacers, store services, as well as running events, other multiple services. Besides, professional training can be provided online or offline. The applications of NTC provide more than 100 sport plans and video teaching. Users can also ask for personal courses according to personal schedule and demands. Apart from the personal training, they can take part in free running or training events with the guidance of professional coaches. Runners can choose Ready Set Go Run, a basic-level running course, or Long Run, a long- distance training, or Local Run, a running path to explore a city, or Speed Run, a course to find one’s own proper running pace so as to enhance running performance. There are seven types of running courses. Nike+ app In combination physical or virtual service experience. Nike puts customers into Running Club and provides professional training to cheer up with enthusiastic services so that users will not be alone while running. Though running is a lonesome activity; however, Nike groups the runners and make them sociable. The runners can download NRC app and punch cards in different places, cities or countries and share their running miles, pictures and running paces. Via sharing, they exchange their running experiences and encourage each other. Therefore, sports and fitness are change the lifestyle of the women around the word. In the ecosystem of NRC, people are the key point to connect with product and services.