Nike's nontraditional marketing

The athletic apparel company behind "Just Do It" is reaching out to customers in new ways. Television adverts are less important these days than digital connections with sports-minded buyers. Nike+ (digital tools to help users measure and track their performance) is one of the company's priorities because it makes the brand an integral part of customers' athletic efforts, whether they're running for fitness or training for a marathon.

Nike is also expanding its product line to showcase new items in this Olympic year. For example, it has partnered with Paralympic athlete Sarah Reinertsen to design a sole for her prosthesis, which she uses when competing in marathons, triathlons, and other events. Note the swoosh on this item--Nike's brand symbol.

What about the environment? Nike Better World is the company's Web center for showcasing its green cred and social responsibility. Nike is also racing toward closed loop products, which means no material is wasted and everything is recycled--a race that never ends.