In the lead up to the Nike FuelBand launch Nike experimented with a new approach to Twitter accounts only for separate sports and divisions but had never created an overarching Twitter account. Just before January 2012,the @Nike account was created,and Nike released a statement, "We are now expanding the dialogue even more with @Nike Twitter account to further deepen our relationships with athletes of all levels,in all sport,worldwide.
The @Nike Twitter account quickly became a major social networking campaign hyping the announcement of new products and marking its tweets with the hashtag #makeitcount. its first two tweets bookended the company's expansive history. The first,"If you have a body,you are an athlete. -Bill Bowerman," was a well-know quote by the Nike cofounder. The second,"How will you #MakeItCount campaign was,"Life is a sport.Make it count