How Nike+ Made 'Just Do It' Obsolete

Stefan Olander on building a new ecosystem of engagement

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CANNES, France—Nike and R/GA used a forum at the Cannes Lions festival here today to celebrate FuelBand, their latest collaboration in a growing set of workout-measurement services that are completely changing the formerly product-focused company's approach to marketing.

In a masterful presentation—no Facebook freakouts here—the company's vp of digital sport, Stefan Olander, traced the history of Nike as a business and as a marketer, and said Nike+ is completely revolutionizing its relationship with consumers.

"Nike is becoming a company that isn't just focused on products, but is focused on products and services," he said.



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