Nike Plays "Legend" &Nbsp; Digital Strategy Enhances Sports Experience.

To meet the world cup, Nike released a 3 minute advertising film Writethe Future last month, featuring soccer stars Wayne Rooney and Didier Droba. According to Visible Measures, a video analytics company, kicked legend created the first week's 7 million 800 thousand online recording rate, indicating the amazing potential of creating digital content in the fashion industry, and customers can actively search for and share these digital content with others.

Immediately after that, luxury brands such as Chanel (Chanel) adopted the same strategy to create their own digital content to get attention and free media, and learn to think more in the process as publishers do. Nike's long-term digital strategy will continue to focus on market and communication rather than because of the craze of "playing the legend", and little attention will be paid to the development of digital products and service platforms.

Mark Parker, President and chief executive officer of Nike, told a magazine in Berlin that "products that integrate digital technology are what people want." With the online sports platform Nike+ (putting digital sensors into sports shoes to measure, analyze and share performance data), executives began to shift decisively on sportswear brands, making digital media an important part of their core products.

Since the launch of Nike+, it has had an important impact on the company. So far, Nike+ has sold more than 2 million 500 thousand clothing and accessories, many of which have purchased new Nike shoes that can install digital sensors. But what's important is that Nike+ does more than just sell activities. It fundamentally re establishes the relationship between Nike brand and customers.

Eli Ofik, a professor at Harvard University business school in a recent article, "have you neglected those trends that may affect your career? "Nike+ not only gains from sales of products and accessories, but more importantly, how new products can make Nike become a central part of the runner's motion structure from the relevant parts," he wrote. For Nike+ customers, Nike is no longer just the brand of the product worn by him, but the whole exercise experience.

What's important is that at the beginning of the world cup, Nike also launched a new soccer shoe, MercurialVaporSuperFlyII, in addition to playing the legend. This shoe has the same product creativity as "NikeFlywire technology", a technology that pursues ultra lightweight and durable shoe upper support technology and "stress telescopic stud technology". Its design helps to improve athletic performance. Each pair of boots has the password to turn on the NikeSoccer+. NikeSoccer+ is a digital coach program that can be connected via the Internet, mobile Internet or iPhone, and then guided and penetrated by the world's top players and coaches to help players improve their skills.

Bert Hoyt, general manager of Nike football department, general manager of Nike football, said: "we have to create the best combat boots nowadays, and combine this technology with the NikeSoccer+ digital coaches program, which means that you are not only buying boots, but also a set of software to improve the competitive level."

In the fashion industry, LV (LouisVuitton) began to turn to digital products as early as 2008. At that time, the unique concept of LVSoundwalk introduced "travel art" into brand inheritance and innovation. LVSoundwalk, designed for Apple's iPod, was launched before the Beijing 2008 Olympic Games. It is a perfect synchronized auditory journey through the streets of Beijing, Shanghai and Hongkong.

Although Nike's digital platform is more durable, it strengthens the brand's first source of income, shoes, but LVSoundwalk has more technical advantages, and LV has not yet been developed in its main product package.

LV's ongoing "journey" plan -- to invite soccer superstar Zidane, Maradona and Bailey to its letter box advertising -- indicates that the journey will be an emotional and personalized journey of discovery. But can LV really integrate digital technology into travel packages to achieve this commitment? Is LV really able to make conventional business trips a meaningful journey through luxury digital services?

For luxury clothing market, this dream is important. The life of the rich today is positive and digital. Over time, a forward-looking luxury brand will have the ability to implant digital technology to help customers experience new things. This is not a luxury.