Nike are probably the original modern marketeers, always staying just ahead of the curve and then commiting in a big way. So it's no surprise to hear of plans for Joga, an attempt to kick start a massive, global social network based around soccer - in conjunction with Google. The timing is great just ahead of the World Cup and judging from the way Trevor Edwards, a Nike marketing dude, talks they have the tone just right: "We have to make sure we stay in their (customers) world, stay
connected, stay relevant, and, more importantly, we allow them to do what they want. It's their world, their lives. We give them the tools." Invite only too - super smart.
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