Nike Plus lays down challenge in 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.