Nike VP of Digital Sport Stefan Olander talks with WIRED's Thomas Goetz about Nike's Future of Innovation.
Thomas Goetz is executive editor of WIRED magazine and author of the book The Decision Tree: Taking Control of Your Health in the New Era of Personalized Medicine. Since Goetz joined WIRED in 2001, the magazine has been nominated for 18 National Magazine awards and has won nine times, including the top award for General Excellence three times. His cover stories at WIRED have been selected for both the Best American Science Writing and the Best Technology Writing anthologies. Before joining WIRED, Goetz held posts at the Village Voice, then at the Wall Street Journal, and The Industry Standard.
Stefan Olander has led many of Nike's trailblazing digital marketing initiatives over the past decade. As global director of digital and content from 2005 to 2007, he helped launch Nike+, the blockbuster performance-tracking platform that has changed the sport of running. The program has enabled Nike to forge an enviably close relationship with customers, engaging 5 million runners in its associated online community. In 2010 he spearheaded the creation of Nike Digital Sport, a new corporate division that aims to carry the digital revolution to all sports. Before that, Olander served as global director of brand connections from 2007 to 2010, overseeing all of Nike's advertising, digital marketing, and media content. He was also instrumental in creating widely recognized media and social campaigns around the 2002 and 2006 World Cup soccer tournaments.
Stefan Olander, VP of Digital Sport at Nike, discusses their newest innovation in health tracking: the Nike FuelBand. He explains that by not measuring something specific like steps taken, Nike Fuel aims to become a “currency” for fitness.