Nike Plus lays down challenge in Hong Kong

'The co-brand partnership between Nike and Apple on Nike Plus is about one thing - making a better running experience," said Kelly Wong, advertising and digital manager at Nike Hong Kong.

'The world used to be divided into two groups; those who listened to music during their workouts and those who kept track of their performance."

"Now, the two partners work together and bridge the gap by combining the best of both worlds - a customised performance feedback delivered through the headphone as well as via the sensor in real time."

The Hong Kong campaign coincides with the launch of the Nike+ Air Zoom Moire, the first footwear designed to 'talk' to an iPod Nano.

A sensor in the shoe can track and note real-time information including pace, speed, time, distance, and calories burned on each run. Then, using a low-power radio frequency, it sends the data to the iPod screen, and a computerised voice that plays over music can also tell runners how they are doing.

Runners can also track their performance on a dedicated website, nikeplus.com.hk, which offers a virtual social platform where runners can set goals, track progress and compete against friends.

The campaign consists of print, outdoor, PR, online and retail.

The local launch follows the high-profile rollout of a global 'New Year's resolutions' advertising campaign, which sees Maria Sharapova issuing a challenge to LeBron James.

The challenge can be tracked on www.nikeplus. com, which also allows consumers to issue their own challenges to themselves and friends.