Ed Cotton: Nike Fuel = Mass Cool
Thanks to key marketing and branding insights from Apple over the years, we know that what's hip can also be mainstream.
One thing Apple has taught us over the past decade is that there can be such a thing as “mass cool”.
Originally, cool was found in niches and pockets and sub-cultures, cool was divisive and it sorted people out; there’s were cool things and then the stuff that everyone else had, which was mass.
Somehow Apple managed to make it’s cool accessible to everyone that’s probably the single most important factor behind its incredible growth.
Nike has been a partner with Apple for a while and obviously learned a great deal along the way. In the period of their working relationship on Nike+, the athletic giant has learned a fair bit about the allure of technology and the next iteration, Nike Fuel seems to be an interesting consolidation of learning experiences.