Japanese cool kids run with Nike+iPod

December 18, 2006 at 4:54 am Leave a comment


Ju (Mindshare regional team, Bangkok) writes:

Last week, trend site PSFK reported on Honeyee (which translates as ‘honey comb’). Besides being a web magazine that is THE source of Japanese street culture and events, the site is also known for its link to a community of bloggers who are well-established in the creative field. Bloggers connected to the site range from NYC graf legend KAWS, Hong Kong street culture ‘it-kid’ Edison Chen – hip-hop star, actor, co-founder of Clot – clothing & music label/PR agency/Design consultancy, Shinichi Osawa, one of Japan’s most innovative and stylish creators of acid jazz, R&B, and house music, John C. Jay, Wieden and Kennedy’s Executive Creative Director / Partner, and Jeff Staples, founder of Staple Design which designs for Nike, Louis Vuitton/Moet Hennessey, Puma, Sony Playstation, and more.

Nike Japan has creatively capitalized on Honeyee through the Nike+ Challenge which challenges a team of four bloggers, led by Honeyee founder Hiroshi Fujiwra, to run a collective distance of 1,200 km. Their running experience is documented on Nike+’s blog on Honeyee, which also shows each person’s running distance, tracked real-time using the Nike+ iPod gear, and features alot of Nike gear. I couldn’t read Japanese but just from the pictures, even I was inspired to run. A great way for a brand to engage the street culture community.

Note: I got the main content of the Nike+ Challenge story by trying to make sense of the Japanese to English translation through Google Translate tools (which is close to gibberish), so if anyone has more info to add to this, or you find that some facts are inaccurate, please help by leaving a comment.

Entry filed under: japan, media general.

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