Adidas to take on Nike+ with branded handset

LONDON - Samsung is launching an integrated promotional drive to back the UK launch of its F110 Adidas phone, which is being positioned as a rival to the Nike+ training system.

Adidas to take on Nike+ with branded handset

The F110 handset, which is designed for fitness fanatics, features a heartbeat monitor and a step counter, as well as an MP3 player. It is understood that Samsung will market the Adidas-branded handset as an alternative to Nike+, which comprises a computer chip that runners put in their trainers to send data about speed and distance to their iPod.

Samsung declined to comment on its plans to launch the phone in the UK, but it is expected to unveil the device later this week. The handset also features GPRS connectivity, a two-inch screen, a two-megapixel camera and a radio tuner.

In January, Adidas began approaching agencies with a pan-European brief to create an idea to rival Nike+. Agencies have been asked to produce a customer relationship initiative and a related ad campaign to engage consumers with the brand in an inventive and original way.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).