Nike has always been at the forefront of cutting edge philosophies in the world of design, execution and marketing. One of the most innovative in recent memory was the establishing of Nike Digital Sport in 2010, whose aim was to develop devices and technologies that allowed users to track their personal statistics in any sport in which they participated. But Digital Sport is not just about creating must-have sports gadgets. Getting so close to its consumers’ data holds exceptional promise for one of the world’s greatest marketers – it means it can follow them, build an online community for them, and forge a tighter relationship with them than ever before. “Gone is the reliance on top-down campaigns celebrating a single hit — whether a star like Tiger Woods, a signature shoe like the Air Force 1, or send-ups like Bo Jackson’s ‘Bo Knows’ commercials from the late ’80s that sold the entire brand in one fell Swoosh. In their place is a whole new repertoire of interactive elements that let Nike communicate directly with its consumers.” For those interested in Nike’s marketing philosophies, head over to Fortune to read the fascinating article in its entirety.