The recent TV spots from Nike+ is neat, the campaign interesting and it worked for me, somehow. I do running and a lot of other sports actively but I hate watching them on TV. I don't read the results in the newspaper and I couldn't care less who will win the Serie A. A friend of mine talked to me about the Nike+ Spot about how much they might have spent for all the stars you can see running. I replied "I didn't see any stars." Then I realized - sport stars. I don't know any of them - ok a few but only in their working dress ;-) In the end the spot doesn't gain from the athletes - it's nothing unusual that sportsmen do running. IMHO they could have spent less - the idea would have worked great even without stars.