Chris Shimojima at Nike brought big brand entertainment to ISF Summit.  He opened with an inspirational video about the history of Nike, full of footage of athletes, sports footage, vintage shoes and ads. Great plug for Wieden & Kennedy’s work, as well as that of their all-star stable of athletes. Chris wanted the audience to take one thing away from the video: passion. Nike’s brand mission, for those living in a cave, is: to bring inspiration & innovation to every athlete in the world. He walked through the fundamental shifts in the market place and how Nike is addressing it. For starters, the consumer is in charge (were they ever not in charge?). Nike has 11 guiding principles (maxims). Number 5 is: Tthe consumer decides. Essentially, they are more sophisticated and educated than ever before. He led with the example of Nike+, which is a technology that integrates with an iPod or wristband to track runner statistics and share the data online. The online community incorporates best-practices, tools and consumer-generated content. The end result is that individuals can not only track their training, but share it with others. One interesting aspect is the integration with Apple iTunes, where everyone votes for their favorite Power Song. Excellent brand and product integration for both Apple and Nike. Next, Chris discussed NikeiD (customized shoes). NikeiD was the company’s first e-commerce effort, but has evolved over the years. After showing a video of DJ Clark Kent, he outlined Nike’s current digital strategy, focusing primarily on NikeiD.com. NikeiD has evolved beyond fashion into performance and community (where people can share their custom designs), design search and retail studios. The next generation offering is taking NikeiD to mobile, where you can upload a photo and the NikeiD system will map them to your custom shoe.  Slick. Certainly inspirational to see what the shoe juggernaut is up to these days. They seem to have a better grasp of digital than W+K.