• ClickZ, Monday, April 17, 2006 10:47 AM

Nike has rolled out a software-based TV channel for Joga.com, a joint global social networking partnership with Google aimed at soccer fans. The video application is a downloadable through the global site, which users can join by invitation only. Features include Nike's TV spots for "Joga Bonito" (play beautiful), a rap song featuring a U.S. national team soccer player, and several other clips featuring Brazil's current and former FIFA World Players of the Year Ronaldinho and Ronaldo. The application automatically downloads new content each week, notifying end users when it's available. The desktop application was created by rich media vendor Maven Networks, in collaboration with Nike's ad shop, Wieden+Kennedy. The branded channel is being promoted by Nike through outreach to blogs and discussion forums, as well as via Nikesoccer.com and Joga.com. The soccer-specific site is one of many branded content projects developed recently by global shoe and apparel-maker. Branded video, in particular, underscores a trend, one Maven Systems exec said. "As internet video and television become mass-adopted communication vehicles, we'll see more companies doing more long-form advertising."

Read the whole story at ClickZ »