May 3, 2010


Nike have been the pioneers of branded utility and now with the iPad Nike Football + Team Edition is providing footballers across the world with an app that will boost their skills. To fit into their mantra of we don’t do advertising, we do cool stuff’, this is an ipad training app for coaches/players to improve their football skills. On the ipad, you can view drills, instructions, challenges, create custom programs from some of the world’s best teams. Found this via Dan Pankraz (amazing strategy guy in Sydney I once worked with) who says on his blog – “no doubt the 2.0 version will have more of a social component, but this is a great starting point. It has amazing interactivity and leverages the viewing power of the ipad brilliantly.  It’s is an example of how the best brands are creating marketing in their products as opposed to just marketing products”.