Olander has been at the forefront of the Nike+ revolution, creating the FuelBand consumer products
Once you establish a direct
relationship with a consumer, you don’t need advertising
Stefan Olander, vice president of digital sport, Nike + D
escribed as one of the sport industry’s leading digital marketers, Stefan has held a number of key leadership
positions with Nike over the past decade. Blending his passion for the digital world with traditional communications skills, he has led many of Nike’s most innovative and cutting edge initiatives – from launching EMEA’s new digital platform in 2000, to overseeing all communications for one of Nike’s most comprehensive global football initiatives; The Secret Tournament in 2002. He also led the creation of Run Americas, inspiring 115,000 people in five cities throughout South America (Sao Paolo, Buenos Aires, Mexico City, Santiago and Lima) to run a 10k race on the same day. His most significant work, however,
is the creation of Nike + and FuelBand – an innovative product which integrates fitness with digital media. He has been credited with generating new consumer connections and for bridging the digital
and physical worlds, changing running forever. He now leads an innovation team dedicated to enhancing the consumer experience through the use of digital tools and his team is responsible for the entire Nike+ ecosystem, including the FuelBand as well as Nike+ Basketball, Nike+ Training, Nike+ Kinect Training and the popular Nike+ Running experience. Due to the success of Nike+, Olander’s
views on customer engagement through the digital world are listened to and in 2012 he authored a book which changed the digital marketing landscape
– Velocity: The Seven New Laws for a World Gone Digital. In the book he criticised companies for taking an ‘old’ approach to social media, focusing on clicks or ‘likes’ and measuring success in numerical terms. “Too many businesses are thinking ‘I
need to sell inventory’, rather than ‘How can I add value to a smartphone, or a new device?’”, Olander says. “A whole industry is stuck on trying to force old metrics on to new channels.” Olander says that Nike, as a brand, has
moved away from investing in advertising and concentrates on the creation of digital services such as Nike+. It is part of a strategy which takes into account changes in the way people consume the digital media available to them. “Advertising is an old model that’s being
The FuelBand makes it easy for users to set and monitor a daily goal
sportsmanagement.co.uk issue 4 2014 © Cybertrek 2014
squeezed into the new framework of social media, where people don’t want to be interrupted. Once you have established a direct relationship with a consumer, you don’t need to advertise to them”. Details:
www.nike.com
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