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LOUD & PROUDMUSIC, OR NOISE?With countless ‘gym’ playlists created every day, it’s no surprise that 95% of people who excercise are not seen without their headphones. Music is considered a vital distraction from the phyisical pain that comes along with excercise. The effort needed to perform repetitive, mundane actions and the lack of an immediate reward leaves humans in need of an external form of motivation. Our natural response to rhythm triggers movement, making music the only ‘legal performance enhancing drug’.The benefits of music have one obstacle: synchronization. If music does not synchronize with one’s activity, it’s more distracting than helpful. While a certain degree of dissociation is beneficial to endurance, focus is necessary to ensure improvement, control breathing, achieving your optimal performance, and even appreciate the ‘gain’ more. Finding a musical match is not only a strenuous proccess, but an impossible one.Because of our cognitive links to music, it influences your mood pre, during, and post excercise by triggering endorphins!The pace of music influences the pace of your workouts, directly correlating your movements to the rhythm.In a study by Brunell University, music has improved the aerobic endurance of runners by 19.7%, in comparisson to those who run without it.Music distracts your mind from the pain of excercise, allowing you to detatch from the excercise and focus on something else.
EVERY HEART BEATSDIFFERENTThe core of all physical excertion comes down to the core within you: your heart. Regardless of fitness level, monitoring heart rate is the most basic way to track your progress. However, despite being simple to do, it’s limiting. Heartbeats are so unique, they are safer passwords than fingerprints. No fitness goal or target set by someone else’s standard can work in your heart’s favour. Relying on music’s rhythm isn’t much different; regardless of how good a song may make you feel, it can’t be in tune with your heart because both rhythms are different. This insight makes it clear that fitness – cardio in particular, is very personal. More importantly, it’s a sport for anyone with a beating heart.
TURNING MOTIONINTO MUSICNike SYNK® is an app that revolutionises the way you listen to music when you excercise. Using motion tracking and heart sensors, a unique song, that fits to your fitness, is generated in real time. No more remixes, ‘ideal’ playlists, and skipping beats. Just your favourite motivation, now, no longer an obstacle to reaching your optimal performance.You are in control of everything from the instruments to the rhythm and melody. SYNK® generates weekly goals only you can achieve, based on your ability to progress. All to a perfect tune that matches your cardio workout.
CUSTOMIZE EVERYTHINGFrom the instruments that create the melody and bass of your soundtrack, to your avatar, and what cardio activity they are performing! GOALS GENERATED FOR YOUEVEN MORE SUPPORT CALLIBRATE & TRACK YOUR BPMAfter learning about your BPM patterns and performance level, SYNK® generates weekly goals only you can achieve, gradually increasing in intensity. Special instruments can be unlocked if you complete them.SYNK® offers weekly tips that motivate and help you to achieve your assigned goals. SYNK® records the progression of your BPM with every callibration with your fitness band or smart device. Watch yourself improve with every workout!
ARE YOU IN SYNK®?Nike knows that every heart is unique, but the extent of this uniqueness may not be as obvious to our audience. In a series of promotional billboards and social media carousels, diversity in sport is challenged through a simple question: are you in SYNK® with what makes yours diverse? It’s the differences that the SYNK® app caters to, after all.
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SPORTSWEAR THATSYNKSNike will release an exclusive collection made for loyal SYNKers®. Connecting the app to the webstore, hoodies, shirts, socks, and more can be customized with the soundwaves of your past SYNK® workout songs. That way, you can wear your heart on your sleeve, or around your ankle, assured that your gear is also geared to fit you, uniquely.
SYNK®SHOPN’ The new app will also get promoted in Nike stores. In an experiential installation, shoppers can connect to a web app that gives them a taste of the SYNK® experience, and dance around in the designated area. The instrument they choose will generate music based on their movement, resulting in a collaborative dance floor experience, that creates the music in-store, too!