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2012 Session Notes

Testing Your Limits

Stefan Olander, VP, Digital Sport, Nike
in conversation with Thomas Goetz, Executive Editor, WIRED

We've worked with pro athletes for 4 decades. Why wouldn’t we take all this knowledge and give it back?

  1. We have this saying, ‘You can’t improve what you can’t measure.’ We say we bring inspiration and innovation to every athlete in the world — if you have a body, you’re an athlete.
  2. Traditionally we would look at activity for an athlete, which we still do, but you kind of want to broaden it. If we have products that can inspire people to move, then that’s great — if it can be relevant to everyone.
  3. If you feel comfortable with sharing, there’s an inherent motivating power to share what you’re doing with friends. If you have a shared goal, there’s a bigger reason to share your progress/activity.
  4. Don’t let technology lead; let the experience lead. If you try to pack everything into technology, you’ll get something that’s bulky that you don’t necessarily need.
  5. If you start getting credit for your activity and what you do, you almost start to feel cheated when you don't. If you start using this, it’s really hard to go for a run or a bike ride and not be driven by this credit.
  6. The consumer owns the data. There’s no reason for us to sit here and hoard and collect all this. The only reason someone benefits from the data is to use it to get better.