As pledged in September I've been doing lots of running. And have been addicted to my Nike+ system. I'm closing in on 200 miles . Which may not sound like a lot, but man it's a lot of work. Since the above photo I've been through three pairs of shoes, I like them fresh.
I've been recruited to help out a challenge. Loser wears some hideous short shorts to work. As I'm always one to promote workplace humiliation you too can join to drive the cause if you're a Nike+ person.
Since getting into running in a big way it's been interesting observing my own absorption in the pursuit. As adults we often forget what it's like to be totally into something. Finding a new restaurant, discovering a new band or buying a new sweater all fail to have any significant captivation of your mind. It's not like when you were a kid/teen. Back then, when you were into something, you were really really into it. Reading and rereading magazines for months on end. Talking about it constantly at lunch in school halls and obsessing over every detail. And going back to read those magazines again.
It has been neat to get into something again. Not just for the very act of running, but all the stuff that goes with it. The big stuff like researching training programs and planning out my weekly runs. Down to the small stuff like figuring out which socks are best or the difference between gloves (yes, winter running needs the right pair of gloves.)
The thing that has been really cool is that in this day and age, when you get into something it is such an immersive experience. As we become adults, and people busy with life and things like weddings, babies and new loafers, it's easy to under appreciate the power of when someone really gets into something. And how voraciously you seek out content for it. This is such an amazing opportunity for a brand to engage and interact.
Much has been said of the Nike+ product and the relationships it drives with runners. I just discovered Nike has quietly launched a running blog. Which I've read start to finish and will probably re-read multiple times as I aim for New York. This is the right way to use web 2.0 to market to me. I don't even feel marketed to. You're sharing helpful and interesting information. It's real. From real people. Written in plain English. Kudos.
Well, I better run off now...