• Adweek, Thursday, March 2, 2006 11:30 AM

Athletic apparel marketer Nike has launched a new Internet service that lets runners plot jogging routes through a Google Maps mash-up. A mash-up is a Web application that combines multiple sources of content; it can be built by users with minimal programming experience. Nike's new service can be found on the company's Run London Web Site, where visitors can view others' running routes, and search by distance, terrain, location, popularity and other variables. Simon Jefferson, account director at Nike's interactive ad agency AKQA in London, said the mapping application is a good example of a brand using technology to tap into the natural community created by its consumers. "RouteFinder enables runners to do what they already do in the real world, but better and more effectively," he said. "Runners drive their car around a route to measure the distance of their run and they talk about and share their running routes with other runners."

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