Nike Uses Facebook to Showcase Golfers' US Open Outfits


In advance of the US Open at Pebble Beach this Thursday - Sunday, Nike has taken to Facebook to reveal their sponsored golfer's daily outfits. Each golfer has a page within their "Athlete Apparel: 2010 US OPEN" photo album. it features outfits with specific information and product IDs (hat, shirt and pants) for each day of the open. Facebook fans are then able to comment, like and share. It is an interesting campaign by Nike - who rarely previews their player's gear so specifically and in such a social setting. It also strikes me a test to gauge fan interest on Facebook - if users indeed interact around the players and their outfits, Nike could build a Facebook application to enable in-app purchasing, exploration, etc of each product / outfit. Fans could share specific products and ensembles - and even outfit their favorite players and share with their networks.

Even if a test, it seems that users are actively engaging (despite relatively moderate volume). Tiger Woods' outfit, for example, has ~100 comments and 'likes' that are a mix of product feedback and interest:

Tiger Woods' US Open Outfits: Day by Day

All Nike Golfers US Open Outfits