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Stefan Olander: Running Nike's Digital Strategy

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WIRED Business Conference 2012

WIRED

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Partner:: WIRED
Location:: Museum of Jewish Heritage
New York, NY
Event Date:: 05.01.12
Speakers:: Thomas Goetz,; Stefan Olander
Tags:: sports; fitness; personalized health

Summary: Nike VP of Digital Sport Stefan Olander talks with WIRED's Thomas Goetz about Nike's Future of Innovation.

Bio

Thomas Goetz

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

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.

Chapters

: Watch Full Program

25 min 38 sec

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01.: Introduction

00 min 38 sec

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02.: The Customer Relationship in the Digital Age

01 min 44 sec

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03.: NikePlus and Working with Apple

01 min 04 sec

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04.: The Origins of NikePlus

00 min 41 sec

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05.: Using Data to Promote Fitness

02 min 05 sec

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06.: The Hawthorne Effect and the Benefits of Measurement

02 min 06 sec

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07.: The Origins of the FuelBand

02 min 04 sec

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08.: NikeFuel Video

01 min 01 sec

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09.: Using NikeFuel as a Metric for Fitness

03 min 04 sec

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10.: Allowing People to Compete Across Different Activities

02 min 04 sec

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11.: The Themes of 'Velocity'

01 min 46 sec

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12.: Q & A

00 min 11 sec

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13.: Q1: Reasons for Sharing Data

02 min 37 sec

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14.: Q2: Opening the Platform

01 min 50 sec

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15.: Q3: Participating in the SXSW Hackathon

02 min 00 sec

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16.: FuelBand Giveaway

00 min 44 sec

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: Watch Full Program

25 min 38 sec

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Nike Fuel: Creating a Currency for Fitness

02 min 47 sec

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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.
Watch Full Program

25 min 38 sec

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