Sportswear maker Nike has extended its Nike Training Club program to mobile to target active women on the go.

Nike agency R/GA, New York, created a Nike Training Club iPhone application that complements the wired Web site at http://www.nikewomen.com. The app was already among the top 10 on Apple's "What's Hot" section for iPhone apps a few weeks ago.

"It's actually a trend that we'll see more of," said Richard Ting, executive creative director and vice president of mobile and emerging platforms at R/GA, an Interpublic Group interactive marketing agency in New York.

"Brands are not going to just put out a Web or mobile ad," he said. "They're going to put out both."

The idea of the new app is to get consumers to train like an athlete with the Nike Training Club. Essentially, app users have access to a personalized training program on the iPhone.

Online, consumers can visit NikeWomen.com, create a mini avatar, customize a workout and invite friends for some competition.

The Nike Training Club programs use the latest training drills to focus on what it holds to be the five fundamental areas of athleticism: cardio, core, strength, balance and flexibility.

Once consumers have downloaded the Nike Training Club iPhone app from the Apple App Store, they can access the same features and customize to suit their needs.

Also, with this app, users can access training videos and a customized training schedule while in the gym and away from the desktop or laptop computer.

So, consumers set up the regimen on NikeWomen.com and consume the content on mobile.

"It's really splitting up the functionality for the medium that makes sense for that functionality," Mr. Ting said.

"Overall, the experience comes off as a fun experience," he said. "From a branding experience it comes across a fun and fresh. You can invite your friends and check your friends' progress. There's layers of socialness that will make your workout fun."

The app and wired Web site work in tandem to create a broader reach, since women worldwide use the Nike Training Club to stay in touch with friends and train together.

"I can't speak for where Nike would want to take this in the future, but for now they want to create a fun and engaging experience for their consumer," Mr. Ting said.

"Ultimately [the Nike app users] will get into better shape," he said. "If a community is created out of this experience, then there's a number of possibilities ahead."

R/GA staff credits for the Nike Training Club iPhone app
Creative director: Ian Spalter
Copywriter: Amy Travis
Visual designer: Susan Choi
Visual designer: Grace Chia
Interaction design director: Claudia Burnett
Executive technical director: Nick Coronges
Software engineer: Bryan Bonczek
Executive producer: Julie Renwick
Quality assurance: Will Creedle