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Building a community through people’s passions

July 10th, 2009

Think about the social communities that are successful – they build upon people’s passions – gaming, photography, technology, parenting.  Nike has built a phenomenal community with Nike+.  It’s the people that are passionate about running and sharing their efforts that makes the community successful – kudos to the folks over at Nike for recognizing this.  Nike has done a great job of building an online area that helps people celebrate their successes, ask for advice, track their progress towards personal goals, and join others in discussions about their training and racing experiences. 

In addition, Nike has identified key areas where they can ‘add value’ to the community experience – simple things like providing a ‘goal’ or ‘challenge’ area to keep members of Nike+ motivated and driving towards a target.  There is also a virtual coach that will guide you towards a tailored program to achieve the goal that you have set for yourself – be it a marathon, half marathon, or simply shedding a few pounds and increasing their commitment to fitness. 

Finally, they have focused on a key partnership with a technology giant that everyone recognizes – Apple.  By pairing the iPod and Nike+ the community is able to download coaching sessions and workout song mixes directly from iTunes to help power them through their next session.  Hat tip to Nike for recognizing what’s important to their running/fitness community and providing them with the tools that keep them coming back for more.  Through this, they’ve built a following to their site that is very loyal and returns regularly to contribute to, and gain from, a community experience.

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