Beverley Cheng's Blog

Because running is one of my ‘greatest passions’ in life,’ I decided to dedicate this blog to all those runners out there. Although this collaboration isn’t nearly as exciting as Lanvin and H&M, it’s still a pretty solid duo. Or is it?

Personally, I don’t think it’s that great. This is my own opinion, and I will go into detail about why later. But first, “what is this Nike and Ipod collaboration?” you may ask. Essentially in 2006, these two companies came together, and created a technology to cater to runners, or those who needed a push in the right direction to get fit. In any latest Ipod or Iphone, there is a Nike+Ipod App, or option. If you purchase the Nike Ipod Sports Kit, any runner gets the “Nike+ footwear to talk with your iPod® nano to connect you to the ultimate personal running and workout experience.”  

Nike and Apple knew exactly what they were doing when they created this monster. Not only were they targeting the intense marathon racers, the serious runners, and the once in a while joggers, they were also targeting the people who do almost no exercise, and the older generations who believe that running isn’t for them. Nike and Apple catered this technology so that EVERYONE could use it. I mean, who doesn’t like the sounds of something that will “push you to succeed,” or “keep you pumping and staying fit!”

Not only that, but Nike also sneakily added in a little something of their own. In the “how to use” page on Apple,  they write “Place the sensor in your left Nike+ shoe.” WHAT?!

This comes to why I believe this technology is not as great as it set out to be. Although a GREAT strategy to increase sales, let’s be honest. Nike shoes SUCK for running. And unless you want to spend another $40 to buy a CLIP to attach to your non Nike shoes, you have to purchase them! As an avid runner, I stand by my Mizunos and Asics. But Nike shoes? Definitely not. The neon pink sneaker just doesn’t do it for me when I’m trying to get a good run in, without breaking my knees. So one day, I went to the Running Room to check out what the total cost would be. So, Nike+ Sports Kit = $30. Nike CLIP to attach to my NON Nike running shoe = $40. Nike Running Armband (this is a must, obviously) = $50. Total Cost with tax? $134.40. I’ll do just fine with the stopwatch on my Ipod, and http://www.mapmyrun.com/ thank you very much.

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Vodka. Preferably my drink of choice (although I can hear the moans and shouts of disapproval), and one which I am picky about which brand I like to drink. Although the Swedish brand Absolut isn’t my ‘top’ favorite, they do have some fantastic marketing strategies.

In 2006, Absolut dropped a new marketing campaign themed “its an Absolut world,” displaying outrageous photos of things such as pregnant men and the borders of America being pushed back to create a larger Mexico. Essentially what Absolut vodka is trying to portray through their advertising is an “ideal” world, and they confront these problems using ironic and thought provoking pictures. It is also humourous and inspiring, while appealing towards students and younger generations.

Some of these advertisements include lying leaders being exposed by their Pinocchio noses, “Absolut No Label,” addressing the labels that teenagers and students often get, factories blowing bubbles out of their chimneys, or women ordering and piecing together a perfect male.

Although this campaign started well over three years ago, it has managed to push Absolut to be one of the top sellers of spirits globally. Their innovative, creative and amusing ideas have attracted many consumers and it will be hard for other hard liquor companies to follow up on something that Absolut.

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