Just do it, marketers say

Nike, PetSmart and other companies are trying to sell their brands by inviting consumers to take part in activities linked to the product or service.

Los Angeles Times, April 30, 2007 — Twice a week, 30 or more people gather at the Nike store in Portland, Ore., and go for an evening run. Afterward the members of the Niketown running club chat in the store over refreshments. Nike's staff keeps track of their performances and hails members who have logged more than 100 miles.