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Award: Black Pencil

Black Pencil / Websites / New Uses of Websites / 2007

Nike+ is reinventing running as a fun, social, digitally enhanced sport. A sensor in Nike+ running shoes tracks distance and speed, then transmits the data to the runner&#39;s Apple iPod nano, which is automatically uploaded to nikeplus.com. Runners get instant audio feedback while they run, and afterwards, their runs in the real world become meaningful assets in the digital world. At nikeplus.com, runners can compare runs, track their progress, set and manage goals, and compete with Nike+ runners around the world. <br/>Nike+ is also revolutionising marketing: it redefines how a brand can reach its audience on a daily basis through meaningful personal experiences, two-way communication, and innovative technology, keeping users motivated and connected with each other and with the brand.

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