Spotify is the new Nike: The next step

In early June I wrote about the just-launched Spotify Running feature, which turns the ubiquitous music app into a workout partner that plays pace-matching tracks.

Back then it was my wish for Spotify and Nike to unite, so that Spotify would provide the right music and Nike a pushing vocal coach.

With last night's Nike Running update, both companies have made a first sprint towards that goal. And even though we're still a long way from introducing my personal coach, this has me very excited.

Get moving with Pace Station

Spotify already features a slew of Nike-curated playlists, ranging from upbeat speed-run soundtracks to sound carpets for endurance sessions. A great selection.

Oddly enough, these playlists were never available through the Nike running app. Runners would need to start their run in one app and select the right music in the other before they could head out and chase those miles. An unnecessary complication, especially since iTunes control was always conveniently built-in.

Now, however, a bright new future has laced up its shoes.

Nike not only makes Spotify available through its app, reducing an unnecessary app-change and therefore streamlining UX, it went a step further and created what it calls Pace Stations. These playlists invite users to input their pace goal and musical preference.

Since the app knows your running history, it proposes a pace, which you can freely change. Once confirmed, the app creates a personalized 100-song playlist designed to push the runner to their desired pace.

The difference to Spotify's new Running feature lays in what drives the pace. Nike let's you predetermine what you want to achieve whereas Spotify accompanies what you are currently managing to achieve. One is aspirational, the other reactive. Both will have their rightful place in my workout schedule.

It's arguably only a small change in the user experience. What gets me excited though is this: In June, I was concerned whether commercial protectionism would get in the way of the best user-centered experiences. Now, however, we're witnessing two major players partnering instead of creating proprietary solo-solutions.

“The ice is broken and we’re on a path to innovation.”

Undoubtedly the biggest motivator for Spotify was the advent of Apple Music and Nike is in constant dire need to differentiate itself from the ever-improving running app competition. In any case, the ice is broken and we're on a path to innovation with every player contributing what they do best. Runners should be able to expect more improvements in the future.

For my ultimate dream of a Siri coach to come true, however, it's not enough for those two partners to get comfortable in bed. It needs a threesome with Apple and Cupertino's sharing days seem long past.

Then again, one thing gives me hope: Craig Frederighi announced at WWDC that Swift will become open source by the end of the year.

Is Craig a runner by any chance?

published on LinkedIn on June 21, 2015