Overview
Bootcamp is aimed at an audience of 17 to 24 year-olds who already train with a local football club or squad but want to push their skills to the limit. Participants register at the dedicated website www.nikefootball.com, and commit to a rigorous pre-season training programme of four, six or ten weeks' duration. Tuition is provided via online instructional training videos and weekly motivational emails.

Bootcamp also offers users the ability to measure their football fitness using the SPARQ system. SPARQ is a series of four self-administered athletic tests that measure a playerís speed, power, agility and stamina and provide an overall rating. Players can upload scores to their Bootcamp profile and compare them with other trainees around the world.

Bootcamp has launched in the UK, US and 11 European countries. On 21 August Bootcamp went live in a further nine Asian and Pacific locales


Creative innovation
Serious young footballers don't train in front of their computers ñ they do it on the pitch, so Bootcamp mobile lets them take their training there too. The free-to-download Bootcamp mobile application is designed to supplement online assets and training schedules, and gives participants access to a suite of innovative digital training aids (e.g. the beep test tool that lives on your mobile) designed specifically for the mobile platform.

The application, created in multiple languages, also allows users to view and download video content specific to each training exercise from the hundreds created, as well as enabling users to sync their training records with the online server ñ a world first.

The design of the mobile application matches the visual identity of the website and, despite being built in J2ME, has the feel of a Flashlite application: featuring rich graphics and a robust, intuitive user interface.


Results
Over 250,000 people registered for Bootcamp and 16,348 footballers are currently engaged in Bootcamp training.

Bootcamp makes serious training cool ñ and elevates physical fitness among FOTs to the same level of importance it has among the pros. It reinforced Nikeís image among the target audience as the serious footballerís brand, delivering authentic insights from the very top pros.

Bootcamp has spawned a buzzing social network based on physical fitness with young players from around the world comparing their SPARQ stats.