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July 02, 2012

NIKE+ Turns the World Into a Playground #GAMEONWORLD

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NIKE launches #GameOnWorld campaign with two new films reflecting the way NIKE+ combines the world of sport with digital experiences.

"Game On, World" is the challenge thrown down by NIKE in its new campaign, inspired by the latest evolution of NIKE+. On June 29th Nike+ Basketball and Nike+ Training launch, creating two new NIKE+ experiences for athletes. They will combine with Nike+ Running and the Nike+ FuelBand to create an entire digital ecosystem for athletes, where NikeFuel is the universal currency providing inspiration, motivation and competition.

The campaign launches with two new  "Game On, World" films, which feature a video game world made real, reflecting the way NIKE+ combines the world of sport with digital services and experiences for athletes at every level.

The "Game On, World" campaign will challenge all NIKE+ users to create and beat their personal bests. www.nike.com/gameonworld will host the leader boards for the competition, and is the place where athletes come for motivation and inspiration. Throughout the summer NIKE+ will announce challenges inspired by some of the world's greatest athletes.

Each NIKE+ experience will be 'measured' by a specific metric that will challenge users to create personal bests. If you’re a runner, "Game On, World" will challenge you to log more miles than ever before. If you’re a Nike+ FuelBand user the goal will be to beat your NikeFuel goal every single day. If you're a Basketball athlete you'll want to ‘fly’ like never before and upload your ‘Showcase’ dunk films to show the world your skills. If the obsession to reach your potential drives you to the Nike+ Training experience, the challenge will to beat the NikeFuel score in as many athlete packs as possible.

"Athletes everywhere know that for performance to be improved, it has to be measured first. Nike+ Basketball and Nike+ Training are revolutionary experiences. The information that both services deliver means athletes can measure and track their performance like never before" said Greg Hoffman NIKE Vice President of Global Brand Creative. "We wanted to challenge and inspire people around the world to achieve and measure their personal bests.  The ‘Game On, World’ campaign will be the activation point for millions of athletes worldwide."

At the heart of this latest innovation for Basketball and Training athletes is the Nike+ Sport Sensor, a technology built into each shoe that collects information about the user's movement and then wirelessly transmits the data to a Nike+ Basketball or Nike+ Training app on their phone. The data is then translated into different metrics that deliver previously unknown information about either their training session or basketball game.

The Nike+ Basketball app breaks down the users game to deliver information on how high, how hard and how quick the user plays each game. It also features 'Showcase' mode that allows players to record a dunk and superimpose their live data on the video, which can then be shared with their friends via their social media profiles.

Nike+ Training features insights and training packs from some of the world’s top athletes including LeBron James, Rafa Nadal, Manny Pacquiao, Allyson Felix and Hope Solo, making elite level training available to everyone.   

The Nike+ Training packs consist of a series of short, sharp workouts, designed to help users get fitter, faster and stronger. Each workout is demonstrated on-screen to provide detailed guidance and motivation. During each drill or challenge data and feedback on the workout is delivered to the user’s phone via the Nike+ Training app. Daily programs can be created based on how hard the user wants to train, and the app provides a digital community to share each day's workouts and challenges with.

These two new experiences, coupled with the Nike+ Running and Nike+ FuelBand products created the platform from which "Game On, World" launches.