In recognition that resolution making is indeed a team sport, Nike has enhanced one of its websites to help runners and other jocks meet their goals in 2007. As reported by Promo Xtra:
Visitors to the Nike+ site can craft running challenges for themselves or send one to friends. In addition, athletes can track their progress with the Nike+ system, which records miles, pace, time, and calories burned online, according to each challenge set…
There’s a price to pay for not meeting the challenges. Consumers can watch the plight of those who did not live up to their challenges bob for lobsters, have their nose hairs plucked and be duct-taped to a bucking mechanical bull called Helga. After Jan. 31, Nike will post the consequences of unaccomplished challenges on the site.
Seems like a good idea to me. At the beginning of every year, health clubs are flooded with new members firmly resolved to lose weight and/or get in shape. Sadly, by April most of these eager beavers have thrown in the towel, disillusioned because they didn’t achieve their goals and once again fearing the arrival of bathing suit weather. Maybe the Nike site will help fix this reoccurring rut especially if the participants involve their friends. Maybe the Nike athlete is so busy “just doing it” that losing weight and/or getting in shape isn’t even the issue, maybe these folks just want an easy way to track their progress. Regardless, resolutions are best achieved in a team environment in which the multiple participants egg each other onward and upward. (I’m sure there is some empirical evidence to support this. I just don’t have the time at the moment to find it).