Bachelor thesis in Media and Communication at Uppsala University - 2011.
Purpose/Aim: The purpose of the thesis was to examine how and why runners use the iPhone application Nike+ GPS.
Material/Method: The method consisted of a mix of our own individual usage of Nike+ GPS, four ethnographic observations and six interviews with runners.
Main results: Runners ran with Nike+ GPS primary as a Tool for their personal development. They got most of their motivation from the real time feedback of the digital support, running against their Virtual Ego. Paradoxically, sharing results on social networks were mainly a taboo for most of the runners, even though some runners had their best running experiences in the Nike+ Community.