Nike chief: risk is key to success

LONDON - Nike’s UK marketing director Simon Pestridge claims that being prepared to take risks is the only way to create truly successful digital campaigns.

Pestridge, who is responsible for integrating digital into the core of Nike's marketing strategy, told Revolution that being "bold" is the best way to stand out online.

"Successful digital marketing is all about taking risks and being prepared to fail," he says. "Consumers are much more interested in brands that put themselves on the line."

Perstridge claims that the best marketing campaigns are those that create "seamless" on and offline experiences that allow consumers to interact with brands in a variety of different environments.

"We ensure that digital is at the centre everything we do," he said. "If an idea doesn't live online then you have to question whether it should exist at all."

Nike recently gave the web a central role in Nike+ Supersonic, a multimillion-pound promotion combining running with live music.

The initiative, devised by AKQA, invited consumers to go online to register for the chance to take part in the exclusive 1km race followed by a one-off concert.

The sports giant has launched a mobile tool enabling consumers to use their own photos to personalise their footwear. Nike PhotoiD analyses mobile snap shots, matches the two most dominant colours to the NikeiD palette and applies the colours to a customisable shoe design.

To find out where Pestridge ranks in Revolution's Power 50, the definitive guide to the most influential people in digital marketing, see the July/August issue, which is out now.


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