Nike+ was my favorite marketing case for years. Now the people at Nike and R/GA have updated the concept into Nike Fuelband, which is essentially a band that converts all you do in a day into Nike Fuel. They motto is if you have a body you’re an athlete.
Not quite sure that I agree that this is as big a step within comms as when they introduced Nike+, but I will certainly check it out. And there is no doubt that this type of thing – utility, service etc. is the future of comms.