"Breaking 2" Failed, But Nike'S Innovative Marketing Was Fruitful.

In May 6, 1954, Roger Bannister became the first person to run a mile in 4 minutes with a score of 3 minutes and 59.4 seconds.

His success has not only broken the limits of human physical performance, but also to a certain extent.

And other athletes.

Before that, the speed of 4 minutes / mile was considered an impossible breakthrough, but in the same record year of Bannister, there were 37 athletes who broke through the bottleneck of "4 minutes".

63 years later, on the same day,

3 excellent sports and a large number of scientists have been found. Of course, for every athlete, Zoom Vaporfly Elite, which is designed to assist sportsmen to run a full horse in 2 hours, is challenged to complete the marathon in 2 hours on the Formula One racing track in Monza, Italy.

Among them, the Eliud Kipchoge, the highly regarded Rio Olympic marathon champion, finished the race in 2 hours and 25 seconds.

Although it is 25 less than the breakthrough of 2 hours, it has improved 2 minutes, compared with the current marathon world record of 2 hours, 2 minutes and 57 seconds, and the best result of marathon.

Even so, because the rules and conditions of the competition do not meet the requirements of the formal competition, Kipjoge's performance will not be included in the world record, but this does not weaken its importance.

The relationship between Nike brand and the limit of human movement performance has been consolidated again.

Why complete the horse in 2 hours?

Perhaps many people will wonder why we should make 2 hours a challenge.

Is it just to get an integer?

In fact, this goal is based on certain research.

In a paper published in 1991, performancephysiologist Mike Joyner calculated theoretically that the fastest time for humans to complete a 26.2 mile marathon can reach 1 hours, 57 minutes and 58 seconds.

So far, the human marathon record has been over 2 hours.

After knowing the potential of human physical fitness, 2 hours became the current breakthrough goal.

Although many scholars and athletes are not optimistic about this possibility, the famous running website Runner sWorld predicted that it would be possible for humans to break through the bottleneck of the whole horse race in less than two hours at least in 2075.

But it is undeniable that since then, "breaking 2" has become a major concern in the sports community. It is also a goal for runners and runners.

In addition to the Nike just mentioned, Adidas, its old rival, announced in February this year the running shoes AdizeroSub2 for the "broken 2" target, and let the former world record holder WilsonKipsang wear this year's Tokyo marathon.

Although the world record target of 2 hours, 2 minutes and 50 seconds was set up before the game, it failed to record 2 hours, 3 minutes and 58 seconds.

To challenge the limits of human beings, Nike has to create the best environment and the best running shoes.

As a test competition to break through the limits of human sports, Nike created the best environment for this competition and the most powerful running shoes it could provide.

In addition to the LelisaDesisa, Nike also took part in the test of Ethiopia's LelisaDesisa and Zersenay Tadese of Eritrea.

Since the project was announced in December last year, Nike has trained three athletes in their respective countries and designed the best running environment for the official competition day.

In response to this competition, Nike did not set a fixed date of holding, but chose a flexible window period of 3 days, and chose the best weather day in the week of competition. In addition, they chose the ring race track, so the athletes did not need to go forward with the square corner speed reduction. In the aspect of leader, Nike not only found 30 outstanding runners, but also ensured that 6 runners ran in front of the athletes in the V shape during the competition, blocking the influence of wind on three athletes.

Of course, there is also the Zoom Vaporfly Elite, made by Nike for three athletes, for a streamlined running shoes like fins, with a new ZoomX foam over a foot thick.

Although the bottom of the bubble is really exaggerated, Nike says it is a requirement for marathon runners.

BretSchoolmeester, senior director of Nike global running shoes, said: "the feedback from athletes is not to let me (athletes' feet) get closer to the ground.

The cement runs very painful, even if you are a professional lightweight runner.

26 miles of pavement can cause damage.

They need more cushioning. "

Each running step, this thick foam will absorb some athletes' strength and rebound back to the athlete's feet, thereby reducing the loss of every step of energy.

According to Nike, the energy rebound efficiency of the foam is not only 13% higher than before, but also 1/3 of EVA foam.

The experiment points out that if the weight of running shoes increases by 1%, the running speed of athletes will be reduced by 1%.

However, if you want to get the advantage of acceleration with the help of foam insoles, the bubble must reach a certain thickness before it will be effective.

The thick Zoom Vaporfly Elite aims to increase runners' running efficiency by 6%.

Nike believes that the 6% increase in efficiency should be enough to help athletes break the threshold of 2 hours.

Although Nike's attempt has not yet achieved the desired effect, it has been the latest attempt to get away from the target so far.

It may also encourage the global athletes to break through, like the inspiring effect of Bannister on other athletes 63 years ago.

Nike co-founder Bill Bowerman (Bill Bowerman) coach once said: the real purpose of running is not to win the competition, but to test the limits of the heart.

After losing the dream for 25 seconds, Nike won a successful publicity.

Nike launched the "breaking 2" competition on the Internet.

It received 5 million 240 thousand broadcast and 44 thousand comments on Facebook, and 480 thousand hits on Youtube.

For this activity that challenges human physical ability, the attraction can be broken down to the limitations of sports fans, just as people will enjoy watching Guinness's documentary related programs.

And this time, the prime minister has successfully scored 2 hours and 25 seconds. Although he failed to be included in the world record, for most people, it was "witnessing the birth of a new record". As a sponsor and "important success factor", Nike and its

It has also become an important part of the incident.

The same series of shoes worn by Kipjoge and Zoom VaporFly4% and Nike ZoomFly are priced at $250 and $150 respectively, and are expected to be on sale in June this year.

Just like its name, Nike claims that Vapor Fly4% can increase the efficiency of runners by 4%, at least from propaganda, it is only 2% less efficient than that of JP.

Consumers can still easily create a sense of substitution for the new world record holder.

It even reminds us that in 90s, when fans bought a pair of Air Jordan, they could satisfy the emotion of "Iwanttobe like Mike".

Although the influence of Vapor Fly is not comparable to that of Air Jordan, it is, after all, a successful move for Nike to consolidate the link between Nike and the limit of human movement performance.

Data show that in 2015, about 2 million people participated in the half marathon in the United States, and 509 thousand participated in the whole horse race.

Although the number of participants has dropped by 8% over the previous year, the market for running shoes has been in full swing.

According to the American Sporting Goods Association, in 2015, Americans spent $3 billion 200 million on running shoes, up 40% from 2010.

In the face of such a big market, it is no wonder that Nike and Adi will rush to advance the development of marathon running shoes.

In recent years, Nike has been attacked by Adi in the name of fashion in the sports market. At the beginning of this year, AirMax found Wang Junkai's cooperation, which caused the netizens to issue "finding Wang Junkai or the Nike."

This time, "breaking 2" is Nike's proven professionalism to the world, and it is also the best counter attack for Adidas.

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