What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
Mind games
Global – Nike has added a series of exercises to its existing Nike Soccer app to help train the brains of the next generation of football players.
- Pro Genius offers exclusive techniques used by sports performance psychologists to train professional players
- Nike plans to update the app with new challenges that will put users’ cognitive skills to the test
The free update, which aims to help users ‘train like a football genius’, was distributed to 2.6m Nike Soccer app users on release day and is available in 20 languages.
‘The tools were developed working closely with the world’s best footballers as well as renowned experts in the fields of sports performance psychology and mind training,’ the brand said in a statement.
Pro Genius comprises five games and tools that enable users to develop their decision-making, strategy, confidence and visualisation skills.
Nike collaborated with advertising agency AKQA to create a series of 60-second video spots that show superstar footballers such as Cristiano Ronaldo, Mario Götze and Joe Hart using the Pro Genius suite of performance-enhancing tools.
The Big Picture
Brands need to create tools that enable consumers to improve their mental and physical performance using hard and soft data. See our macrotrend The Optimised Self to find out more.
Most Recent
1
Five luxury brands exploring longevity marketing:
Global luxury brands are exploring slower, lifestyle-led forms of marketing...
2
Affirmative Banking:
As the pandemic spotlights conversations around financial equality, new...
3
Building hotels that uplift Black culture:
The co-founder and chief innovation officer of Homage, a growing US hotel...
4
Subscriptions Market:
Offering convenience, discovery and a way to support local businesses,...
5
Cyclical Fitness:
Fitness brands are empowering women to harness their hormonal cycles as a...
6
Generation Z are ready to reboot dating:
Marc Baghadjian, co-founder of Gen Z dating app Lolly, on how post-pandemic...
7
Will NFT luxury assets transform consumer values?:
Artist Sebastian ErraZuriz and his studio have created Digital Diamonds, the...
8
It’s time sexual wellness got real:
The most interesting part of sexual wellness R&D is how it’s helping us to...
9
Modern Mezcal:
As interest in tequila and agave-based spirits booms, small-batch mezcal is...
10
Five design responses to the climate crisis:
Brands are using design mechanisms to communicate about environmental issues...
11
Brynn Wallner on future-proofing luxury marketing:
The founder of Dimepiece, a platform educating women about luxury watches,...
12
Black History Travel Market:
Around the world, Black people are using travel experiences as a way to heal...
13
Offset Sellers:
Amid accelerating e-commerce, new services are helping retailers to make...
14
Certified Skincare:
Beauty brands are turning to a series of labelling innovations to...
15