Yi Jianlian Tries Shoes, Nike+ Is Nike'S Most Successful Digital Design.

For the first time, after he jumped, the iPhone screen showed a vertical height of 58cm.

"Can you still be taller?"

RickyEngelberg, director of consumer experience at sports department, said.

June 16th in Wukesong Gymnasium, Beijing,

Wearing a pair of very bright yellow basketball shoes in front of people, it was a pair of Nike+ basketball shoes that were not yet listed.

He showed people how to connect their shoes with iPhone to measure their motion values.

Yi Jianlian answered, "give a number."

Ricky said 60.

After Yi Jianlian took off and landed, the iPhone screen showed 78cm.

More than Ricky gave the target, applause broke out.

Ricky, the very fast spoken American, sighed with emotion, "whenever this time, athletes are over their own record is our happiest time."

Ricky's Department, Nike digital sports (NikeDigitalSport), aims to develop various devices and technologies to help users monitor personal statistics when participating in sports.

The team is the core of Nike digital field. Since its establishment in 2010, it has rarely been open to the outside world.

At Nike's headquarters in Beaverton, Oregon, there is a sign at the door of the Department: "forbidden area: we heard you knock at the door, but we can't let you in."

Here, the world's top athletes, including LeBronJames, AllysonFelix, even Liu Xiang and Li Na, spend a lot of time with Nike engineers and scientists to participate in product creation.

Mysterious department

As a representative of Nike digital sports department, Ricky said in her opening speech in June 16th that top athletes came to Nike labs because they knew that in order to improve their performance, they must first understand the principles behind them, first of all, to know how fast they could run, knowing their strength, flexibility and reaction time.

This is why athletes are almost obsessed with measurement results, because they know that being measured can be promoted.

It is this idea that inspired Nike's current creativity.

In June 29th, Nike launched two revolutionary sports experiences in China, Nike+Basketball and Nike+Training, and the corresponding shoes were equipped with Nike+ technology, priced at 1979 yuan and 1699 yuan respectively.

Ricky is very fat, and the American accent is very heavy, and its speed is very fast.

NicolasZurstrassen, general manager of Nike Greater China digital operation, jokes that everyone knows Ricky is talking too fast because he does digital technology.

In an exclusive interview with reporters, Ricky refused to reveal how many people there were in the team, but he described the working state of himself and his team.

"Our working environment is very pleasant," he said.

Here, some people do product research and development, some are responsible for service, others are responsible for experience, full of passion.

Some of us often try to test these products to ensure that they are of the best performance. In fact, every product we have is tested by people in the team. They run or play basketball, not only for technology, but also for sports.

Living in such an environment every day makes people feel inspired. "

The Nike digital sports department was established in 2010. Its goal is to develop various devices and technologies to help users monitor personal statistics when participating in sports.

The Department, through mastering the data of Nike consumers, tracks consumer demand and builds an unprecedented close connection between Nike and consumers through online communities.

Developing Nike+

Before the series of products, the Ricky team went to Duke to find Mike Krzyzewski coach (Krzyzewski, nicknamed "old K coach") and asked him what indicators he wanted to measure for basketball training.

Coach K replied, "I can see how the players shoot, how to pass the ball, but I want to know if they play hard and how hard they fight."

This inspired the creativity of Nike's digital sports department. They hoped that once the players wore Nike+ basketball shoes, they could score the original invisible fight and let everyone know how hard the players were fighting.

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In the final product, Nike+ basketball can measure the jumping height, intensity of confrontation and reaction speed of each athlete in each competition.

Nike+Basketball and Nike+Training released in June 29th both used Nike+PressureForce chips.

The chip installed in each shoe can record user's movement data and send it to the user's mobile device through wireless data pmission, showing the data information which is completely unknown in previous training or competition.

For this pressure sensor, the team of Nike digital sports department worked with athletes for a long time in the laboratory.

"Sometimes, if you don't pick up the insole, you won't even feel the pressure sensors in your shoes," Ricky said.

Zero interference is the soul of Nike products. "

Nike+

The most successful innovation of Nike digital sports is Nike+.

The first generation of Nike+ running products and applications came out in 2006. With the listing of Nike+Fuelband, a kind of wristband equipment capable of tracking daily movement, in early 2012, the Nike+ community expanded rapidly, and now it has become an electronic community with 7 million users.

If you count the fans on Facebook and Twitter, Nike will have a huge social network.

Although no financial details about Nike+ were disclosed, analysts said that the number of Nike+ members increased by 55% in 2011, while its running business revenue grew by 30% to $2 billion 800 million, and Nike+ contributed.

Back in 2006, engineers at Nike headquarters noticed that almost everyone in University of Oregon campus used iPod. Then they and Apple's team began to meet, and since then there was a cross-border cooperation: Nike+iPod sports suit.

This attempt was quickly proved to be incomparable.

With this suit, runners can measure their exercise time, pace and energy consumption. At the same time, they can upload these data to Nike's special community, get professional training advice, or share experiences with other runners.

Since then, Nike has released Nike+GPS and Nike+Training's App, as well as a device called Nike+SportWatchGPS and Nike+Basket-ball for special purposes.

The latest products of Nike+Basketball and Nike+Training will also be used exclusively in iPhone and iPodTouch products in June 29th.

Ricky said: "we are applying Bluetooth technology in an unprecedented way.

Our cooperation with Apple has been very successful. "

Before China released Nike+Basketball and Nike+Training products, Nike China received more than 2000 enquiries in two days.

Surprisingly, Nike staff said, "the interests of Chinese children seem to be particularly large.

They all like to try in the store.

This is a very important target consumer group - teenagers.

They are more willing to buy a pair of shoes that are cool enough to show off, and they have time to discuss, share and even challenge the shoe record data in the online community.

The first pair of basketball shoes using Nike+ technology is called Nike+Hyperdunk2012Basket-ball. This season's NBA regular season MVP Lebron James (LebronJames) also participated in the design. He said, "Nike+Basketball will change the rules of the game.

This will bring great impact and change on training methods.

This summer, LebronJames will wear Nike+Hyperdunk2012 to London for the competition.

The charm of Nike+Hyperdunk lies in the fact that when you do a wonderful action and want to show off to others, you can take advantage of Nike+'s "display" function.

You can record your performance and add real-time motion data to videos, upload videos to Face-book, Twitter, micro-blog, YouTube and other social networks.

Ricky said why such an interesting thing should be stopped in basketball, so the Nike team expanded Nike+ to other fields, such as sports training, and the birth of Nike+Training.

With a click of the mouse and downloading a mobile phone app, you can get the training plan of the top athletes and coaches in the world.

Many of the world's top athletes, including Li Na, have participated in the design of the training program.