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NikeFuel is the fuel of the Nike+ community. 1 A fuel that has made two million users burn more than 68 bn. calories and that proliferates with each kilometer. The athletic performance of Nike+ users is measured via sensors in Nike sports shoes and an Apple iPod or iPhone, documented on the Nike+ platform and converted into NikeFuel. In doing so, users may visualize their progress, compare their performance with others, and obtain different status levels that reflect their athletic potential. For accomplishing particular milestones (eg, 100 KM), users receive badges that can be shared in social networks, as successful activities in general, and be displayed in a virtual trophy cabinet. Using such IT-based mechanisms, Nike has transformed endurance sports into a “game”. This approach derives from the domain of game design and is called gamification–enriching products, services, and information systems with …