Nike are all over it when it comes to using the right people to help launch their products. The launch of Nike + Fuelband is another perfect example. They paid prominent YouTuber Casey Neistat (h’es got over 12,000 subscribers to his YouTube channel) to make a video about his experience with the Nike + Fuel band under the launch theme of #makeitcount. It’s a great piece of content that’s racked up almost 500,000 views in a few days. Great example of using the right influencers to help create content for you and spread the message. Notice the very subtle branding.