Planning is under way for an ‘experiential event’ in London later this month, said Nike Europe’s Amsterdam-based senior PR manager Charlie Brooks.
The kit, which has already launched in the US, allows people to read how fast they are running, the distance they have run, plus the calories they have burned, on their iPod Nano screens when wearing Nike+ gear.
The Nike+ Air Zoom Moire trainer, for example, has an in-shoe sensor that can ‘talk’ to an iPod wirelessly via the Sport Kit, which plugs into a Nano.
The technology can also detect when a runner is slowing down, and will up the tempo of music to encourage users to get a move on.
‘We are planning a one-day launch event in the UK for European media,’ said Brooks. ‘The idea is for journalists to wear the shoe and use the iPod, and see how the technology works. Neither Brooks, Apple nor TFCS would reveal further details. But PRWeek understands that Regent’s Park is the likely location.
The Sport Kit was launched in the US at a May press conference featuring world-record-holding marathon runner Paula Radcliffe and seven-times Tour de France winner Lance Armstrong. Apple CEO Steve Jobs and Nike boss Mark Parker were also present. It is hoped the duo will also appear at the UK event.
Nike declined to comment on the event’s budget, only saying: ‘We wanted to make sure it was on a scale suitable for a launch involving new product technology from Nike and Apple.’
TFCS has handled various briefs for Nike in the past, and worked with Apple on the global launch of Motorola’s iTunes-enabled Rokr phone last year (PRWeek, 9 September 2005).