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On January 14, 2010 Nike Sportswear will release True City, an iPhone application that provides users with a unique insight into six European cities, making the hidden visible through the knowledge and insight of Nike Insiders—local tastemakers who pride themselves on being at the forefront of things happenings in their cities. True City is not just another digital guidebook application. Itʼs a powerful combination of premium, geo-tagged content, the latest iPhone technologies, and social media integration—updated in real-time by real people. All with Nikeʼs unmistakable irreverence.

INSPIRING EXPLORATION

True City is all about inspiration. This iPhone app inspires tastemakers to share true experiences of living in these cultural epicenters by allowing them to shed light on the places and events that make their cities great. True City provides the tools to easily tag locations (through a series of badge-like icons), as well as describe and rate them. From hard-to-find sneaker boutiques to gallery openings to underground concerts, True City is the go-to iPhone App for individuals looking to put their finger on the pulse of a city.

THE NIKE INSIDERS

ʻNike Insidersʼ make True City tick. Every city has a team of designated contributors who bring to life the principal of “Making the Hidden Visible” in their areas through regular updates. These cultural authorities take pride in owning their cities and sharing their knowledge with likeminded Nike lovers. They will also create personal profiles to give visitors a glimpse into their lives. But just as important are the applicationʼs daily users, who will be encouraged to provide their own unique perspectives and discoveries via their iPhones. The best of these civilian contributors, as judged by their peers, will have an opportunity to become Nike Insiders themselves.

INSIDE INFORMATION

As an added incentive, Nike Sportswear also ʻMakes the Hidden Visibleʼ to True City users with exclusive preview
information about upcoming events and product launches accessible via the appʼs BUZZ filter. Additionally, users can unlock coded True City information within each city through the embedded QR code reader. The app also integrates the latest iPhone and social media technology: users can share content from their iPhones to their Facebook walls using Facebook connect, use the inbuilt user-generated content (UGC) functionality to create community content updates and ratings, or opt in to receive targeted over-the-air updates via push notification.

THE TRUE CITY LAUNCH

True City is the first time a major brand has developed a geo-locating forum for consumers using the iPhone platform. Never one to follow, Nike is at the forefront of a movement that is reconfiguring app culture to incorporate a genuine two-way relationship with consumers. With exclusive previews of upcoming Nike product launches and events also playing a vital part in the experience, True City is sure to inspire Nike fans across Europe in 2010.

The six cities in the initial True City network are: London, Berlin, Milan, Amsterdam, Barcelona and Paris. It will be available for free download through the iTunes App Store.

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