Running Head: The NikeFuel Games
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The NikeFuel Games Initiative Camren Brantley-Rios Auburn University
2 The NikeFuel Games Mission Nike is a worldwide corporation, leader and innovator in athletic footwear, apparel, equipment, and accessories. Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete” (“About NIKE, Inc.,” n.d.). The company and its employees live and work by the following 11 maxims: 1. It is our nature to innovate. 2. Nike is a company. 3. Nike is a brand. 4. Simplify and go. 5. The consumer decides. 6. Be a sponge. 7. Evolve immediately. 8. Do the right thing. 9. Master the fundamentals. 10. We are on the offense. Always 11. Remember the man. (Kollegian, 2010) History Nike’s history begins at the University of Oregon during the 1950s when track and field coach Bill Bowerman constantly sought innovation to improve athletic performance. Bowerman’s most notable experiments involved running shoes, however shoe manufacturers ignored his innovations. Determined to succeed, Bowerman continued testing his products on select athletes on Oregon’s track team. One of these athletes was Phil Knight, a middle distance runner, who would eventually help make history as Bowerman’s business partner (“History & Heritage,” n.d.). The 1960s marked the beginning of Nike as a small business, following Knight’s graduation in 1959 when he embarked on a trip around the world. In Kobe, Japan, Knight convinced Onitsuka, a shoe manufacturer, to make himself an official U.S. distributor of Onitsuka’s Tiger brand running shoes in 1962. Upon his return, Knight worked as an accountant
3 The NikeFuel Games and waited more than a year for Onitsuka to ship him the running shoes to sell. Knight eventually received the shoes and sent sample Tiger shoes for Bowerman to purchase. Bowerman responded by offering to start a business together. On January 25, 1964, Knight and Bowerman founded Blue Ribbon Sports. Bowerman modified shoes while Knight sold them out of his Plymouth Valiant at track meets throughout the Pacific Northwest (“History & Heritage,” n.d.). In the 1970s, Bowerman and Knight realized their dream of turning their local business into a national company. In 1971, Blue Ribbon Sports and Onitsuka severed the relationship, allowing Knight and Bowerman to launch a new brand. That same year, Knight named the company Nike after the Greek goddess of victory. Carolyn Davidson, a Portland State graphic design student created the brand’s logo that would become the Nike swoosh. Paying Davidson $35 for the design, Knight confessed he did not love it. By 1972, Bowerman had designed an entire line of running shoes that utilized a waffle-like with superior traction for running. In need of a marketing strategy, Nike sponsored Steve Prefontaine, a student athlete at the University of Oregon who became a national track icon. As a celebrated athlete, Prefontaine contributed athletic credibility to the Nike, increasing the company’s national visibility. In 1975, Prefontaine died in a tragic car accident; however, Knight still calls Prefontaine the soul of Nike (50 years of Nike, n.d.). Nike remained a leader in the athletic shoe industry in the 1980s. In 1980, Nike made its initial public offering to become a- publicly traded company. Four years later, Nike signed its endorsement deal with Michael Jordan. In 1985, Nike created an entire line of basketball sneakers for Jordan, including his own logo. Peter Moore designed the first Air Jordan shoe, which became the most expensive basketball shoe of the time, priced at $65 (History of Air Jordan, n.d.). In 1987, launched a revolutionary campaign for its Air Max footwear. In 1988,
4 The NikeFuel Games Nike introduced “Just Do It” as a trademark that punctuated every Nike commercial. A year later, the company launched the “Bo Knows” campaign. Sales increased for Nike cross-training footwear following the Just Do It campaign featuring cross-trainers worn by Bo Jackson. By the end of the decade, Nike had garnered worldwide success and produced more than 200 shoe designs in 11 countries (50 years of Nike, n.d.). In 1990, Nike dubbed its world headquarters in Beaverton, Oregon. The same year, the company opened its first Niketown in Portland, Oregon. Niketown’s purpose was to offer a retail-as-theatre experience to consumers. During the mid-90s, Nike began to expand its footwear and apparel options to include soccer and golf. Nike sponsored the Brazilian soccer team that won the World Cup, designing the uniforms for the World Cup team in 1995. A year later, sealed another strategic endorsement deal with golf rookie Tiger Woods who would become one of the most successful golfers in history (50 Years of Nike, n.d.). By 1997, Nike had created 11 successful versions of the Air Jordan. Jordan Brand became its own company and a subsidiary of Nike (Inside Access, 2014). The same year, college students around the nation protested against Nike for using sweatshops. Nike faced a weakened demand and promoted itself by by expanding more Niketown stores, but protests increased. In 1998, demand for Nike products weakened and the company began to downsize its corporate staff. The company increased the minimum age of workers, monitored standards closely and helped create the Fair Labor Association, a network of organizations combating workplace abuse. In 1999, Bowerman died of natural causes at the age of 88. Since Bowerman’s death, Nike has echoed the 11th maxim, Remember the Man (Bowerman) to its employees and seeks innovation in every product or service.
5 The NikeFuel Games Products and Services Nike produces athletic footwear for all major sports. Many of Nike’s popular shoe brands are signature lines of NBA stars. According to Badenhausen, Nike’s Kevin Durant and LeBron James signature sneakers comprise the two best-selling shoes of the NBA. (Badenhausen, 2014). Nike’s Jordan Brand shoes has also been one of the most popular shoe lines since 1985 (Edler, 2012). One of Nike’s most popular shoe lines is the Air Max, which uses air cushioning for comfort. Dating back to 1987, the Air Max lineage comes in various forms and all of them are comfortable and aesthetically pleasing. According to Bengston, the original Air Max, the Air Max 1, is the best Nike shoe of all time (2012). In 2012, Nike released the Flyknit Racer, a 5.6-ounce running shoe woven with synthetic yarn by a knitting machine. The Flyknit Racer, the first shoe in the Flyknit line, is popular because of its snug fit that goes unnoticed to the wearer. The Flyknit line is popular among runners due to its weight and fit that creates a feeling of a second skin. (Nike Engineers Knit for Performance, 2012). According to Breinholt, Nike also offers Nike+ as an online membership service that allows users to gather quantifiable data on their physical activity. Nike+ users can monitor and record their physical activity through devices such as iPhones, Androids, iPod nanos, Xbox Kinect, the Nike+ SportWatch and the Nike+ FuelBand, Nike’s most recent addition to the Nike+ Gear family. (Breinholt, 2009). In 2012, Nike released the Nike+ FuelBand as a lightweight bracelet that tracks physical activity throughout the day. The FuelBand allows users to measure their movement on a red-togreen color spectrum to see if they have achieved their daily goal they have set on Nike+.
6 The NikeFuel Games Clicking the FuelBand’s only button allows users to view how many calories they have burned, how many steps they have taken and their number of earned NikeFuel points, a unit of measurement of fitness activity that Nike encourages users to share online (Carr, 2013). While Nike is primarily a shoe company, its consumers can supplement their footwear with athletic apparel that is often made under the same trademarks as the original footwear lines. Nike produces sport-specific and leisure clothing for men, women and children (Enderle et al., 2000). Below are the various categories and products that Nike produces: Product Categories Aquatic Sports Baseball/Softball Basketball Cheerleading Cycling Football Golf Hockey Outdoor Running Skateboarding Snowboarding Soccer Surfing Tennis Track & Field Training Volleyball Walking Wrestling Yoga
Clothing Base Layers Bodysuits Capris Hoodies/Sweatshirts Jackets/Vests Jerseys Pants Pants Polos Shirts Shorts Skirts/Dresses Sports Bras Sweaters Swimwear T-Shirts Tanks Tights/Leggings
Gear Bags/Backpacks Balls Belts Fitness/Training Gear Gloves & Mitts Goggles Clubs Hats & Caps Nike+ Accessories Nike+ FuelBand Nike+ SportWatch Performance Gloves Scarves & Gloves Shin Guards Shoelaces Sleeves Socks Sunglasses
7 The NikeFuel Games Structure More than 48,000 employees comprise the Nike corporation. These 48,000 employees often view themselves as members of a team, rather than employees of an individual department. According to Brenner, Nike is structured in a matrix model (2013). There is no clear line of accountability in the Nike matrix structure. Cross-divisional teams often collaborate to make decisions at a fast pace. Nike employees excel as a team and its team members usually report to more than one area. (Corporate Governance, n.d.). A Board of Directors governs Nike’s strategic choices. The board’s purpose is to be he ultimate decision-making body of Nike. Members of the board advise, oversee and monitor Nike’s senior management team. Knight now serves as Chairman of the Board of Directors at Nike. Mark Parker serves as the President & Chief Executive Officer. Other members of the board include Elizabeth Comstock, John Connors, Tim Cook, John Donahoe II, Alan B. Graf, Jr., Douglas Houser, John Lechleiter, Michelle Peluso, Jonathan Rodgers, Orin Smith, John Thompson and Phyllis Wise. Each member of the board serves on at least one of the following committees: -
Executive Committee Compensation Committee Finance Committee Audit Committee Nominating and Corporate Governance Committee Corporate Responsibility and Sustainability Committee
Members of Nike’s senior management team also works collaboratively execute business strategies. The following members comprise the senior management team: -
David Ayre: EVP, Global Human Resources Don Blair: EVP & CFO Trevor Edwards: President, Nike Brand Jeanne Jackson: President Product & Merchandising Hilary Krane: EVP, Chief Administrative Officer & General Counsel
8 The NikeFuel Games -
John Slusher: EVP, Global Sports Marketing Eric Spunk: Chief Operating Officer John Coburn: VP & Corporate Secretary Kelley Hall: VP, Corporate Finance & Treasurer Bernie Pliska: VP, Corporate Controller
Internal Culture A strong sense of pride in history and heritage shapes Nike’s internal culture. The 11 maxims are echoed on the walls of the Nike headquarters and the company instills these maxims in its employees as a strategy for innovation. Company teams that exemplify these maxims are rewarded Maxim Awards every year. This year, the Maxim Awards, Nike’s version of the Oscars, recognized 11 teams of Nike employees that innovated through a specific maxim (J. Brink, personal communication, October 9, 2014). Nike employees share a great sense of identity with the Nike brand. Many employees own Nike brand shoes, jackets, pants, iPhone cases and umbrellas. Certain technology representatives called EKINS even have the Nike swoosh tattooed on their bodies, according to Complex (“10 Things,” 2013). When Nike employees tattoo the Nike logo their bodies it shows their dedication to the Nike brand. Julie Brink, an employee at the Nike global headquarters, indicated that Nike is very focused on its own heritage. Nearly every building on the headquarters campus is named after a Nike-sponsored athlete. When you walk into a lobby of any building on campus you are greeted with historical displays. For example, the lobby of the Michael Jordan building contains display cases of dozens of autographed Jordan brand shoes (Slade, 2014). Management’s View of Public Relations Nike’s view of public relations is very open. The company chooses proactive public relations tactics to engage with employees, consumers and the community.
9 The NikeFuel Games Since 1970, Nike has used executives as Corporate Storytellers to recount stories of the company to its employees. Corporate Storytellers believe that Nike has not only a history, but also a heritage to share. All of Nike’s employees attend a two-day orientation so they can learn this heritage before entering the workforce. Nike brings facilitates communication with its consumer public through social media channels such as Facebook, Instagram, Twitter, YouTube, Google+ and Nike+. Nike has separate social media accounts for its product categories like golf, snowboarding and even FuelBand. Nike’s subsidiary social media accounts allow consumers to ask questions tailored to their needs. Nike also initiates conversation with its consumers on social media. For example, if a consumer posts about her new Nike football boots, the Nike football Twitter account might send words of encouragement (Moth, 2013).
Nike Football (Soccer) engaging with a consumer on Twitter. (Moth, 2013). Nike is very transparent about its business operations to the community. Pursuant to media coverage of Nike sweatshops, Nike published a 108-page report revealing the conditions of its international manufacturing factories and the wages of factory employees (Nisen, 2013). In 2011, Greenpeace claimed that Nike Chinese factories were leaking toxic substances into the local water system. Nike responded with a long report dismissing the claims with qualitative and quantitative data that disproved the claims before the incident affected public opinion of Nike (Nike, Inc.’s Response to Greenpeace Report, 2011).
10 The NikeFuel Games Image Nike has maintained a mostly positive image, but like most corporations, its image fluctuates between good and bad. The most severe image problem Nike faced occurred in the late 90s when Nike was notorious for exploiting workers in sweatshop factories. A report on unjust labor conditions in Indonesia published by activist Jeff Ballinger sparked public interest in Nike’s international manufacturing plants (Nisen, 2013). Harper’s Magazine reported Indonesian laborers facing abuse at a Nike subcontractor while earning 14 cents an hour (Ballinger, 1992.). A 1998 article of the Los Angeles Times detailed the public’s outrage at Nike’s alleged unethical factory standards. According to the article, James Keady, an assistant soccer coach at Nike-sponsored St. John’s University, quit his job because he refused to endorse a brand like Nike (McNall, 1998). Keady was one of many individuals who refused to financially support Nike.Many anti-sweatshop groups protested the company, dropping Nike’s share price from $38 to $19 (Palmquist, 2010). According to Business Insider, Nike put this difficult chapter behind, not by denying allegations, but rather becoming a leader and embracing transparency. Today, Nike prides itself as sustainable company that innovates solutions to better not only its athletes, but also the world (Sustainability, n.d.). Media outlets still publish articles on sweatshops, but those focus more on the industry as whole. Nike’s image issues are rarely severe and are often caused by its association with highprofile athletes. In 2007, Nike-sponsored Michael Vick was sentenced to 21 months in jail for involvement in a dog-fighting ring. The media reacted skeptically when Nike re-signed Michael Vick as an endorser in 2011. In 2010, Tiger Woods experienced a major image crisis after multiple women came forward claiming to have had an affair with him. Nike drew attention to the scandal after releasing an awkward advertisement in which the voice of Wood’s late father
11 The NikeFuel Games spoke to him while Woods stared emotionless at the camera (Edwards, 2014). Another Nike ad congratulated Woods for regaining his spot as the world’s #1 golfer after the scandal. The ad superimposed “Winning takes care of everything” in all caps and bold font on a picture of Woods. Critics were very vocal about Nike’s ad, claiming that it implied golf rankings could erase the wrongdoings of his personal life (Elliot, 2013). In 2012, Olympian runner and Nike endorser Suzy Favor Hamilton faced media scrutiny after she was caught working as an escort in Las Vegas. In 2014, Oscar Pistorius, Nike’s first major amputee athlete was charged with murder. Shortly before the incident, a Nike advertisement of Pistorius referencing his body as a weapon had already gone viral.
Oscar Pistorius in a Nike advertisement. (Edwards, 2013). Although certain incidents are not necessarily Nike’s fault, the company continues to face the media hype for its athlete’s scandals. (Edwards, 2013). Current Reputation Nike’s has a reputation of being the world’s top athletic manufacturer (McCalla, n.d.). In addition to being a top manufacturer, Nike is one of the most trusted brands in America (Andruss 2012). Nike’s rapid product development and introduction of new technologies earn the company a robust reputation. According to Andruss, consumers trust companies who innovate
12 The NikeFuel Games because they associate innovation with expertise. In addition to being named a most-trusted brand, Nike has been named most innovative company and most valuable brand (Ozanian, 2012). Public Relations Opportunity Nike has the opportunity to become a part of the fabric of the community in Oakland, one of the most economically challenged areas of Bay Area, California. According to Babey (2010), more than 40% of children in the metropolitian Oakland are considered to be overweight (p.#). As a company specializing in human potential, Nike has the opportunity to utilize community relations to address this obesity issue by creating a program that encourages youth to set personal fitness goals. By distributing Nike+ FuelBands to the Boys & Girls Club of Oakland, participants in the program will be able to use the Nike+ FuelBands technology without having to buy the bands themselves. Audiences Affected The primary audiences affected by this program are youth ages 6-17 in Oakland, California, Nike employees, and employees of the Boys & Girls Club of Oakland.
13 The NikeFuel Games Objectives Nike’s has the opportunity to target youth that may not even be members of the Boys & Girls Club of Oakland yet. By creating a NikeFuel Games program, young people will have incentives to live healthy, active lives. Nike will set four objectives to execute this initiative: Informational Objectives: 1. To inform Nike employees about the NikeFuel Games. 2. To inform the Oakland community about the NikeFuel Games Behavioral Objectives: 1. To encourage Oakland underserved youth to participate in the NikeFuel Games. 2. To encourage athletes from UC Berkeley athletes to support the NikeFuel Games
Running Head: The NikeFuel Games
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By creating a NikeFuel Games program, young people will have incentives to live healthy, active lives
Objective 1: To inform Nike employees about the NikeFuel Games Strategy 1-1
Target local employees of Nike
Strategy 1-2
Target employees of Nike World Headquarters
Public Addressed
Channels Individual
East Bay Nike store managers will inform all local Nike retail employees about the NikeFuel Games program in person in a one-to-small group setting. The session will be as informative as possible to ensure that employees can answer any questions that local consumers may pose.
Publication
Each Nike store will have informative promotional posters that provide details about the NikeFuel Games. Posters will be accessible for every employee to view in break rooms.
Employees of Nike retail stores in the East Bay
Public Addressed
Employees of Nike World Headquarters
Channels
Personalized Message Tool
A formal announcement of the initiative will be posted on the Nike intranet system. This announcement will provide a detailed description of NikeFuel Games and why the games are targeting the Oakland community. The announcement will also provide the email address and phone number of a NikeFuel Games contact that is available to answer any additional questions.
Evaluation Distribute a brief 10-question quiz to employees. The quiz shall pose basic questions about not only the Nike FuelBand, but also the NikeFuel Games program. Once the NikeFuel Games are finished, Nike retail employees will be surveyed on if they were able to answer customers’ questions about the games and if the posters were useful reference guides for details of the games. Evaluation Using a web analytics tool, measure the number of employees who clicked on the announcement link. Compare that number to the number of employees who accessed the company intranet during the time of the announcement. Monitor the quantity and types of inquiries directed toward the NikeFuel Games contact.
15 The NikeFuel Games Objective 2: To inform the Oakland community about the NikeFuel Games Strategy 2-1
Develop a partnership with the Boys & Girls club of Oakland
Public Addressed
Channels
Board of Directors of Boys & Girls Club of Oakland
Individual
Branch Directors of each Clubhouse Individual Staff of Boys & Girls Club of Oakland Publication
Strategy 2-2
Target local opinion leaders
Public Addressed
Public high school teachers of the Oakland Unified School District
Personalized message tool
Publication
Promote NikeFuel Games through local media outlets
Public Addressed
Bay Area residents who subscribe to local print, television and radio media
With the assistance of the 3 Branch Directors of the Boys & Girls Club of Oakland, Nike reps will also explain the NikeFuel Games program to all staff members of the Boys and Girls Club of Oakland. As Nike+ FuelBand experts, Nike reps will make sure that each employee is trained on how to use the technology. Branch Directors will explain their enthusiasm for the program and how the program will benefit the children of each Clubhouse. Distribute “NikeFuel Games Staff Binders� to each staff member of Boys & Girls Club of Oakland. Each binder will include materials to equip staff as official representatives of the NikeFuel Games program. Such materials include obesity infographics, guidelines for the program, important dates, how to motivate participants and how to use the FuelBand technology.
Issue a survey to staff members of Boys & Girls Club to analyze the effectiveness of the NikeFuel Games Staff Binders.
Channels
Pediatricians
Strategy 2-3
Nike will send official representatives to meet with the Board of Directors of Boys & Girls Club of Oakland. Nike reps will explain the technology behind the Nike+ FuelBand and how to use it for the NikeFuel Games initiative.
Evaluation Track the size of the audience who attended the meeting. Exchange contact information with all attendees attending meeting and record the content and quantity of follow-up emails and phone calls. Measure the attendance of the training session. Hold focus groups to measure the effectiveness of the training. Record the number and type of questions asked during the training session.
Send letters to public high school teachers on behalf of Phil Knight regarding the initiative and how they can support it. The letters should include key points of program and the link to the official news release for further information (See 2-3). The letters will encourage teachers to inform potential students about the program. Send letters to pediatric offices in Oakland. These letters will also provide descriptive information about the program and how it can encourage Oakland youth to live active lifestyles. The letters will also inform pediatric offices that they can opt to receive complimentary brochures (see below) to place in office lobbies. Provide contact information for any questions or concerns. Mail brochures of the NikeFuel Games program on behalf of Phil Knight to pediatric offices in Oakland. Brochures will include facts concerning obesity among youth and how the NikeFuel Games can inspire young people to live active lifestyles. The brochures will also include background information about the Boys & Girls Club of Oakland and where to find each Clubhouse.
Evaluate the quantity of high school teachers and pediatricians who initiated a phone call or email with the NikeFuel Games contact. Conduct a content analysis of the types of questions asked and topics that needed to be clarified. Record the number of pediatric offices who requested brochures. Create a list of offices that ordered refills of brochures.
Channels Mass Media
Utilize KTVU 2 News, an Oakland-licensed news television station, to feature a story on the Nike initiative in Oakland. Provide Nike representatives to effectively explain the technology behind the FuelBand. Use one of the NikeFuel Games participants to explain why they decided to participate in the program.
Mass Media
Send media kits and press releases to Alameda Times-Star, Contra Costa Times, Oakland Tribune, and San Francisco Chronicle. The media kits will spark local interest and increase media coverage in the local area.
Monitor the number of increased webpage visits to the NikeFuel Games news release after the airing of the KTVU spotlight. Monitor the placement of Nike in local media. Conduct a manifest content analysis of the number of times NikeFuel Games is mentioned in the mass media. Conduct qualitative research on the content of the stories
16 The NikeFuel Games Objective 3: To encourage Oakland youth to participate in the NikeFuel Games Strategy 3-1
Promote the NikeFuel Games at a kickoff event
Public Addressed Staff of Boys & Girls Club of Oakland
Channels
Boys & Girls Club members Families of Boys & Girls Club Members
Special Event
Members of the Oakland community
Strategy 3-2
Public Addressed
Campers at Nike Sports Camps
Strategy 3-3
Public Addressed
Target athletic coaches of the Oakland Unified School District
Personalized Message Tool
Coaches of local public schools Student-athletes of local schools
An official Nike special events team will work in conjunction with Boys & Girls Club staff to host the ‘NikeFuel Games Kickoff!’ event. The event, which is open to the community, will be hosted at the parkland of Lake Merritt, a lagoon in the center of Oakland. Guests will have to purchase a ticket to attend and all proceeds will go to the benefit of the Boys & Girls Club of Oakland. The kickoff will include food, music, games and prizes. Nike FuelBands will be available for purchase at a temporarily discounted rate to encourage all members of the community to live active lifestyles. Promotion of the event will include a #FuelGamesKickoff hashtag.
This event can easily be evaluated by monitoring the number of community members in attendance. Press will be invited to attend the event. Media coverage of the event will also be monitored. Measure the amount of posts including “#FuelGamesKickoff” on social media sites.
In a one-to-small group setting, camp staff will inform campers that they have the opportunity to participate in the NikeFuel Games when camp ends. As members of the official Nike Sports Camp, campers will be able to purchase a ticket to the NikeFuel Games Kickoff for a discounted price.
Record the number of campers who decided to purchase their ticket to the kickoff at the discounted price.
Send personal letters to the addresses of campers of Nike Sports Camps within the Bay Area. Letters should include information about the program and a personal invitation to the kickoff.
Invite parents and campers to participate in a survey about their interest in the NikeFuel Games. Questions should investigate the participants feelings about the program and whether they would like to have a similar program near them if are unable to participate in the games
Channels Individual
Promote at Nike Sports camps within the San Francisco Bay Area
Evaluation
Channels
Special Event
Personalized Message Tool
Invite coaches to the “NikeFuel Games Preview” evening event on the UC Berkeley campus. The event will allow coaches to gain a better understanding of the Nike FuelBand technology, allowing them to try the bands. Nike representatives will inform the coaches about the partnership with Boys & Girls Club. After exchanging contact information, coaches will have the opportunity to nominate student-athletes for participation. Once a coach nominates an athlete to participate in the NikeFuel Games, a personalized letter will be sent to the coach. The coach can distribute the letters to the necessary athletes. Letters will inform students that they have been nominated to participate in the NikeFuel Games and what steps to take next if they choose to participate.
Evaluate the list of attendees and compares to the list of all invited. Nike reps will collect names, phones numbers and emails of coaches interested. Send a follow-up survey to evaluate the event. Measure the students who become participants from the pool of nominees.
17 The NikeFuel Games Objective 4: To encourage athletes from UC Berkeley to support the NikeFuel Games Strategy 4-1
Promote a mentor-mentee relationship with athletes and NikeFuel Games participants
Public Addressed
Channels
Special Event
Invite UC Berkeley coaches and athletic program staff to the “NikeFuel Games Preview� event. Nike representatives will inform the guests that student-athletes of Cal Berkeley have the opportunity to mentor participants of the NikeFuel Games. Inform coaches on how to present the program to their team and distributing an interest list.
Personalized Message Tool
Emails student-athletes who are interested in mentoring members of the NikeFuel Games on active lifestyles. Once the list of mentors have been finalized, send a followup email inviting student-athletes to the NikeFuel Games Mentorship Training (See below).
Evaluate the number of studentathletes who expressed interest in the program.
Instruct mentors in the NikeFuel Games Mentorship Training session. Ensure that mentors are aware of not only the FuelBand technology, but also how to interpret the date collected and explain it to participants.
Arrange focus groups with mentors to evaluate the effectiveness of the training session. Allow mentors the opportunity to express misunderstanding, improvements and positive feedback.
UC Berkeley Coaches Athletes of UC Berkeley
Evaluation Issue surveys and conduct focus groups with coaches about their level of understanding of the program. Surveys will measure how many student-athletes were reached and how many became mentors.
Boys & Girls Club members Special Event
Running Head: The NikeFuel Games Reference List 10 Things you didn’t know about Nike’s EKIN program (2013). Complex. Retrieved from
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