The Nike Experiment: How the Shoe Giant Unleashed the Power of Personal Metrics

On August 31, 2008, thousands of runners lined up for a 10K race in Taipei. And in Melbourne, Australia. In Istanbul and Munich, in Paris and New York, in Austin and at Nike headquarters. In 25 cities, Nike organized what it dubbed the Human Race. But if you weren't in one of these locations, you could still participate—by running 10 kilometers on your own and uploading the data to Nike+. That day, 779,275 people participated both at the race sites and virtually, together running more than 4 million miles.

Gathering and connecting such a large community unlocks another powerful effect of Living by Numbers—the feedback loop that comes not from you but from the world around you. Simply put, other people can tell you to go out and run.

It's one thing if some company tells me that I'm slacking off, like when Nike+ sends an email reminding me to get out and exercise. It's a whole different thing if people whose opinion I care about get on my case. Nike+ lets a user create a goal—one that other people can see. Let's say I pledge to run 100 miles this month. I can then enter the email addresses of people I'd like to cheer me on—my wife, my mother, my boss. As I sync up after each run, the data is uploaded to the site, and my support group is updated on my progress. The hope is that they'll use whatever techniques they can to try to motivate me. (One imagines praise, guilt, and threats, in that order.)

Again, Nike is tapping into well-known science here—the power of communities. Nicholas Christakis, a researcher at Harvard Medical School, has been examining how social networks influence our behavior. For instance, in a network of more than 12,000 people in Framingham, Massachusetts, he found that smoking behavior tends to cluster: People quit smoking in groups, as part of a team effort; as more of them stop, the remaining smokers find themselves moving to the margins of the social network. Those community ties have direct effects on people's behavior.

Competition can be another great motivator. Nike+ has a feature that sets up challenges for a group of runners, from just two friends to the entire massive community. Software developer and Nike+ runner Cabel Sasser compares the system to a videogame. "Like any good online game, you can challenge your friends," wrote Sasser on his blog. "First to 100 miles? Fastest 5-mile time? Your call. These challenges wind up being incredibly inspiring ... Logging in after a long run, uploading your data, and seeing where you are in the standings is a pretty awesome way to wrap up your exercise. And more important, sitting around the house, wondering what to do, thinking about jogging, and then realizing that if you don't go jogging tonight you're going to lose points and slip in the standings—now that's true videogame motivation."

As Nike has slowly added features to Nike+, a small group of outside software makers have raced forward, showing how the system might grow and morph over time. Open source projects like Neki++ and Running Tracker give you control over your data, allowing you to download and analyze it directly, without going through Nike's site. Since the data is exported from the iPod in a standardized format, it's relatively easy for other services to manipulate. Users have hooked Nike+ into other social networks—Twiike automatically posts your run data to Twitter whenever you sync it.

In a stance that's uncommon for a company that has historically relied on patented technology like its Air cushioning system, Nike seems to be genuinely excited to see these tools sprout up. After all, the more apps out there, the more Nike+ gear the company can sell. "The more we can open up Nike+, the better," says Stefan Olander, who oversees digital content for the Nike+ site. "The only reason to close it out is because you actually don't believe that you have a strong enough product for others to want to take it and do good things with it." So far, Nike hasn't officially released a software kit to allow developers to hook directly into Nike+, but that's likely to come.

"The open sourcing piece hasn't been developed yet," says Nike CEO Parker, "but that's part of our plan moving forward. The technology here is still in its infancy."

The challenge Nike faces is that it's a hardware company, one that owes its success to deep understanding of cushioning foam and biomechanics. The genius of Nike+ isn't the hardware, no matter how clever and easy to use it might be. The genius is the software—the deeper insight it allows and the connections with others it helps make.

So while some athletes would like to see more features, like heart rate monitoring (the company says that it is looking into it for a next-generation product), that's almost beside the point. If Nike wants to make Nike+ into the universal platform where athletes track their workout data, it has to find new, unexpected ways to collect and share it effortlessly.

Nike has always tried to meet the physical needs of athletes with shoes and equipment, but Nike+ does something very different. Nike+ is about creating, and then meeting, a psychological need. "What Nike+ taught us about was context," says Trevor Edwards, Nike vice president of global brand management. "It lets the product live beyond its physical use."

There's a purity about running. All you need are a set of legs and lungs and the effort required to move forward, faster. For most runners, it's an intensely individual experience—you and the road or trail. The world shrinks, and you focus on yourself in isolation.

Of course, another word for isolation is boredom. For a lot of people, there's something excruciating about exercise—it's right up there with balancing your checkbook, visiting your in-laws, and flossing your teeth. That was the case with Rick Law. "I used to complain about how inactive I was and wish there was an interesting way to become more physically active," says Law, who works as a technology manager at Thomson Reuters in Fort Worth, Texas. In 2007, Law's wife gave him a Nike+ system for Christmas, hoping it would motivate him.

It did. The first run Law did was just over 10 minutes long, not even a mile. But day after day, he'd head out in the morning before going to the office, putting in the work to get stronger and faster. Soon he was up to 3 miles, then 8, then 10.

By tracking his effort—enhancing an analog experience with digital technology—Law found that running could be as interesting as his work. When you're Living by Numbers, what happens after the run becomes as important as the run itself. Law got feedback as he ran and enjoyed the sense of accomplishment that came from charting his progress as he got more and more fit.

For many Nike+ users, doing their exercise becomes inextricable from measuring it. Again and again, they tell you that without their unit, running is mundane, like listening to a symphony through laptop speakers "Forgetting my Nike+ sensor, or my iPod battery being dead, just takes the life out of my run," Law says.

A couple of weeks before Christmas 2008, Law ran the Dallas White Rock Half Marathon. "It was an endurance struggle for me," Law says. "But in a year, I went from the couch to a half marathon." He finished the 13.1 miles in two hours, 26 minutes, 28 seconds. Now, Law is training for the Chicago Marathon in October, tracking a new goal. All told, he's spent 75 hours and 27 minutes on the road, and he's put in 428.8 miles. And counting.

Senior editor Mark McClusky (mark_mcclusky@wired.com) wrote about performance-enhancing drugs in issue 15.01.