篇一：鞋面术语get起来,球鞋也能玩出高逼格!
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跑步时，空气可以通过网格鞋面顺利渗透进鞋里面，持久保持足部的清爽干燥，给夏季出行带来清爽的视觉效果和舒适的穿着体验。
③Flyknit
Flyknit是Nike 新一代的一种类似袜子的编织形式的编织鞋面技术，鞋面关键部位的纱线和面料引入了工程式设计，轻薄且透气。
篇二：Jawbone Up24 Vs 耐克+FuelBand SE 用户体验深度对比评测
曾经，我喜欢记录下吃过的每一份食物量以及走过的每一步。在把这些记录变成电子版前，我真有用纸写下每顿吃了什么，运动量多少。之前，像LoseIt!和MyFitnessPal这样的健康应用软件风靡一时，对于追求健康的我，也尝试了其中的多款应用软件。我尝试过很多计步器。它们可监测食物摄入量和运动量，告诉我消耗了多少卡路里，走了多远以及一些我还没弄懂但却很重要的相关数据。有这么多的计步器，我去从未坚持使用过一种。
亚利桑那州立大学肥胖解决方案中心的项目经理GabreifKoepp告诉我，使用各种健康追踪器类设备的人，约有90%仅能坚持3周到2个月，之后就不会再去用。“第一眼看到这些产品的时候还感觉很酷。”Koepp说，“但是过不了多久，它们能够给予人们的各种信息也就不再有太多价值，人们自然也就失去了兴趣。”不过仍有10%的用户会持续使用下去，改变生活状态。这个结果与运动监测设备的品牌关系不大，但对于那90%的用户来说，能够让他们保持对运动的兴趣、持续使
用下去则是厂商们应该研究的课题。
如今，多家公司卷入赢取90%的用户喜爱的争夺中。要想赢得这部分用户的喜爱，关键是在做到相同数据更有价值的同时简化用户对产品的体验。在众多运动监测设备中，JawboneUp24和耐克+FuelBand运动手环就是两款有能力改变用户惰性的产品，前者带来了更丰富的数据展现形式，后者则加入了更多游戏和竞赛机制。那么，谁才是更好的?对我而言，最重要的是能让我坚持穿戴着。那就一起来看看它们的使用体验对比吧。 JawboneUp24：先进的数据呈现
从外观上看，JawboneUp24与其上一代产品相比几乎没有什么差别，只不过在颜色选择上仅有黑色与橙色。这款手环的设计仍然让人感觉简约舒适，虽然第一次佩戴着睡觉时会感觉有些累赘，不过很快就能适应过来并且在随后的使用期间也几乎感觉不到手环的存在。JawboneUp24缠绕着你的手腕，一端有一个电源按钮，另一端有可拆卸的盖子，里面有一个隐藏的接口，打开后就可通过USB适配器接插充电了。
JawboneUp24的充电周期是大约每7-10天进行一次。而这代产品与上一代产品的主要技术差别应该就是加入了无线同步功能。实际上这项改变带来的便利还是颇为显著的：在无需卸下盖子连接USB适配器的情况下就能进行数据同步，数据的频繁交换就会非常便利。但是，这一特性并不完美，虽然大部分情况下都能正常使用，但是偶尔会出现与我的iPhone5连接时间稍长的情况。虽然这种情况不频繁发生，但Jawbone需要继续提升其稳定性。
目前，JawboneUp24仅支持iOS系统，但Jawbone已经表示今年很快就会推出相应的Android版本。配套应用的首页包含了用户的睡眠和运动分数，以百分比的形式显示已完成设定目标的数值。其中睡眠质量追踪仍是Up24最出色和吸引人的功能之一，我可从中了解到自己深度睡眠和浅层睡眠的相应时间段，以及睡眠期间何时曾醒来。如果我经常感觉第二天醒来时非常疲倦，它能为我提供睡眠质量方面的参考，以及下一次我应当多早睡。
Up24的常规运动追踪能够给出不少有价值的参考数据，希望这些数据中起码应该会有一项激励用户持续保持活动状态。比如，当我看到最长运动时间是30分钟，最长空闲时间是59分钟时，就会有冲动把这其中的差值补回来，即便是在办公室走一圈。一天结束的时候，看一看运动数值，多少也会让人充满成就感(或挫败感)。
唯一需要你进行手动输入的就是具体到不同项目的运动了。和大部分提供运动项目选项的应用一样，Up24手环可选交叉训练、负重训练、有氧运动、普拉提等。经过外媒编辑的实测，在椭圆运动机上运动过后，运动机所显示的卡路里消耗数值与手环追踪到的数据差不多。Koepp也告诉我，Up24的热量消耗计算精确值有90%，虽然并非完全准确，但也是获得成功喜悦的重要指标。
Jawbone应用设计上最出人意料的是在应用主屏上显示小贴士。
它设计出的不同卡片会根据你的运动数据进行分析，提出一些建议或意见。比如说
“todayIwill(今天我要?)”是让用户设定
相应的健康目标，比如设置一天喝足8瓶水;“didyouknow(你知道吗?)”则给予用户一些专业的健康小贴士，如早餐吃什么才不会让上午显得没精神;另外还有包括
“trythis(试试这个)”“acloserlook”等卡片。这些让Up24的人性化设计比同类设备更突出，让用户了解在既有数据的基础上应该做些什么。
Jawbone的推送信息可由用户选择接收，包括有运动概要、达成一定目标的通知，以及每日提醒。这些能够让手环和用户保持交互关系——Up24追踪用户数据，并将之协同更多有意义的健康信息告诉用户，让用户知道怎样才能更加健康。从这层意义来看，Up24不仅是一种简单的健康追踪器产品。毕竟大部分用户不会主动进行健康方面的努力，如果能有主动的信息提醒告知接下来应该怎么做，用户的积极性起码会有一定程度的调动。虽然Up24手环在这方面还不够先进，但这种努力我觉得是值得赞扬和继承的。 耐克+FuelBandSE：一切都是一场比赛 Nike+FuelBandSE手环看起来和上一代产品
篇三：商务第一第三单元翻译
Nike, from Small Beginnings to World Giant (I)耐克、小开端对世界的巨人
1.Nike is one of the most powerful marketing companies in the business world today, but it had very small beginnings. The global giant company with revenues in 1996 of US $6.4 billion and profits of US $553 million started in the 1960s with the company's founders selling cheap Japanese sports shoes to American high school athletes at school track meetings, using a supply of shoes they kept in their car. One of Nike's founders, Philip Hampson Knight had been a top athlete when he was at the University of Oregon. He moved on to become a student at Stanford Business School, but retained his interest in sport. At Stanford he brought his enthusiasm for track sports to his studies, writing a paper on how to create a cheaper, better running shoe using Japanese labor, which was cheaper than American. 1.耐克是其中一个最强大的营销公司在商业世界,但却有非常小的开始。全球巨型公司,1996年营业额为64亿美元,利润5.53亿美元开始于1960年代日本公司的创始人出售廉价运动鞋来美国高中学校的径赛运动员会议,使用的鞋子供应他们保存在他们的汽车。耐克公司的创始人之一,Philip Hampson骑士被一个顶尖运动员当他是在俄勒冈大学。他搬到成为斯坦福商学院的学生,但他保留了运动兴趣。他把他的热情斯坦福大学轨道运动到他的学业,写论文就如何创造一个更好更便宜的跑鞋,使用日本劳动比美国还便宜。
Subsequently, Knight visited Japan and discovered a manufacturer who fitted the model of the ideal firm — Onituska Tiger Company, which made its own inexpensive, high-quality running shoes.
随后,骑士访问了日本,发现了一个厂家的模型拟合Onituska理想公司——老虎公司,这使它自己的便宜,优质的跑步鞋 Back in the US, Knight got to thinking that he could actually put his knowledge into practice, and make money. He suggested to his old college track coach, Bill Bowerman, that they could work together using their skills and interests in sport and business, and capitalize on the cheaper cost of sports shoes from Japan. In 1964, they each contributed $500 to import Tiger shoes, which Knight began selling from his car at high-school track meets.
回到美国,骑士想起了,他会把知识转化为实践,和赚钱。他建议他的老教练,比尔鲍尔曼先生大学跟踪,使他们能一起工作用他们的技能和兴趣在运动和业务,利用较低的成本运动鞋,来自日本。在1964年,他们每个人都贡献了500美元,进口老虎鞋从他的车骑士开始出售在高中
跟踪相会。
Worried that the Japanese Company might find a more established distributor, Knight and Bowerman developed their own brand name, Nike, named after the Greek winged goddess of victory. They paid a local design student at Portland State University $35 to create the famous "Swoosh" logo, and Bowerman created the innovative pattern called the waffle-sole design, by using his wife's waffle iron to impose the pattern on the sole of the shoe. By 1972 Nike began designing its own shoes and was contracting production out to factories in Asia. With excellent timing and a fair share of good luck, the founders of Nike were perfectly placed to cash in on America's sports leisure boom during the 1970s, when millions of Americans began jogging and running as part of their personal campaigns to keep fit and healthy. 担心日本公司就可能找到更知名的经销商,骑士和鲍尔曼先生发展他们自己的品牌、耐克、命名的胜利女神希腊翼。他们为此付出了局部设计波特兰州立大学的学生35美元创造的著名的“穿戴耐克的勾形商标标志,鲍尔曼先生创造的创新模式称为waffle-sole设计,用他妻子的华夫格铁将模式对鞋的鞋底。在1972年开始设计自己的耐克鞋和处于收缩状态生产工厂在亚洲。具有优良的时间和自己应得的好运,耐克公司的创始人都完美放置兑现了对美国的体育休闲热潮,在1970年代,当数以计的美国人开始慢跑和运行他们的个人活动作为保持身体健康、强壮。
To reinforce its dominant worldwide presence, Nike spent US $642 million in 1996 on advertising and promotion. But at the heart of its constant campaign is the star athlete, a principle that was put in place early in the huge American company's marketing plans.
以加强统治世界的存在,耐克公司花了6.42亿美元在1996年的广告和宣传费用。但在繁华的自身不断运动明星运动员的一个原则,较早地安排了在巨大的美国公司的营销计划。 In 1973, the newly formed company implemented its first, and most important marketing strategy, endorsing its first star athlete, running star Steve Prefontaine who in turn used and praised Nike footwear. In 1985 the man who would become one of Nike's biggest successes, Chicago Bulls rookie basketball player Michael Jordan endorsed his first line of "Air Jordan" shoes. The endorsements by star players, encouraging ordinary consumers to buy the sports gear of the stars and dream of being champions themselves, saw Nike selling close to US $1 billion worth of running, basketball, and tennis shoes in 1986, while creating their first sports clothes under the Nike label.
1973年,新成立的公司实施第一个,也是最重要的营销策略,支持其第一颗星,跑步明星史蒂夫Prefontaine运动员把赞赏和耐克鞋用。在1985年,人成为耐克最大的成功,芝加哥公牛队的
新秀的篮球运动员迈克尔·乔丹认可他的第一行"空气约旦”鞋。代言的明星球员,鼓励普通消费者购买体育用品的星星和梦想成为冠军自己,看到耐克销售接近了价值10亿美元的运行,篮球,和一双网球鞋在创建于1986年,第一次在耐克运动服的标签。
Nike, from Small Beginnings to World Giant (II)
Then a challenger loomed on the horizon. Nike founder Phillip Hampson Knight had believed that it was enough to make high-quality, low-cost shoes and have leading athletes endorse them for the sales to roll in. But this was not sufficient when rival shoe manufacturer Reebok began to present shoes as a fashion symbol for the trendy people who exercised regularly at health gyms.
然后一个挑战者天边地平线上隐约出现。耐克公司创始人Hampson骑士菲利浦认为已经做出高质量、低成本的鞋子,认可他们的杰出运动员销售蜂拥而至。但这并不是当对手足够鞋制造商开始呈现锐步鞋,作为一种时尚的符号经常运动的人在时尚健康体育场馆
People began to see Reebok shoes as "cool" and the trendy thing to wear, while Nike was left with the more rugged image associated with tough sports stars. As a result, in the year between 1986 and 1987, Nike's sales dropped 18 percent and profits sank by more than 40 percent. Knight had to look urgently for a way to prop up the Nike image 人们开始看到锐步鞋认为很“酷”,时下流行的事情,而穿耐克留下了更坚固的象徵性艰难的体育明星。结果,在1986年到1987年之间,耐克(鞋)的销售额下降了18%,利润下降了40%多。骑士看起来迫切想要支撑的耐克的形象
He called in an unknown but imaginative advertising agency, Weiden & Kennedy, which was based in Portland, Oregon, the site of Knight's first university sports successes. To give Nike a new image, the agency created commercials and promotional ideas around Michael Jordan and the controversial black movie director Spike Lee. The commercials focused on Jordan as the man whose hard work and fancy shoes enabled him to fly.
他称在一个未知的,但却是富有想象力的广告代理公司,Weiden和肯尼迪是建立在美国俄勒冈州波特兰市,该网站的武士的第一所大学体育的成功。给耐克的一种新的图像,该机构创造了广告和宣传思想在迈克尔乔丹和有争议的黑色电影导演斯派克·李。广告集中在乔丹的人的辛勤工作和华丽的鞋子,使他飞。
Associated inextricably with the new Nike image and campaigns was another essential factor in Weiden and Kennedy's strategy — Nike advertising campaigns became famous for never pitching the product or even mentioning Nike's name. They create a mood, an attitude, and then associate the product with that mood.
In the advertising world, this is called image transfer. As Weiden & Kennedy put it: "We don't set out to make ads. The ultimate goal is to make a connection." For example, an early Nike advertisement shows Michael Jordan and tennis champion John McEoe playing sports with ordinary people. It was designed to suggest that the world's leading athletes — Nike also uses World No. 1 tennis player Pete Sampras and Chicago Bulls basketball star Dennis Rodman — prefer Nike. 新的耐克紧密相关的形象和运动是另一个重要因素Weiden和肯尼迪的策略-耐克的广告而出名,因为没有投的产品或甚至也提到耐克的名字。他们制造出一种心情,一种态度,然后把产品和心情。在广告的世界,这就是所谓的影像传输。作为Weiden和肯尼迪的那样:“我们不着手做广告。我们的最终目标是做一个连接。"例如,一个早期的耐克广告显示迈克尔乔丹和网球冠军约翰McEoe运动普通老百姓。这是旨在表明,世界领先的运动员,耐克也采用世界第一的网球运动员桑普拉斯和芝加哥公牛队的篮球明星罗德曼-喜欢耐克。
The effect of Nike's well-financed and clearly focused marketing strategies has been that Nike has become the dominant brand in the global sports shoe field, with an overall 35 percent market share; and retailers generally say that Nike accounts for 70 percent of their total athletic footwear sales. To keep on top of the market, Nike puts out new models of shoes for every season: new baseball shoes in the spring, new tennis shoes in the summer, and new hiking shoes in the autumn. Year-round sellers, such as basketball and running shoes, are freshened up with design changes every three or four months. On average, Nike puts out more than one new shoe style every day. The result: in 1995 and 1996, Nike's sales and profits grew 71 percent and 80 percent respectively. Meanwhile, Nike's closest rival Reebok grew just nine percent in the same period. 耐克鲜的影响、清晰聚焦的营销策略是耐克公司已成为主导的国际品牌的运动鞋的研究领域,有一个总体的35%的市场份额,零售商大体上说,耐克占总量的70%的运动鞋的销售。保持顶部的市场,指出了新模型的耐克鞋,每一个季节:新棒球鞋在春天,新网球鞋在夏天,和新徒步旅行鞋在秋天。全年卖家,如篮球和跑鞋,用改变设计凉飕飕的每三到四个月。平均来说,耐克公司提出了多个新鞋款的每一天。结果:在1995年和1996年,耐克(鞋)的销售额和利润分别上涨了71%和80%。与此同时,耐克(鞋)的最主要对手锐步仅为百分之九,同一时期。
Fashion
Fashion, in its broadest sense, is a particular style that is popular for a few months or years. We speak of fashions in automobiles, furniture, or interior design, as well as in music, literature, and art. But most commonly, fashion refers to a style of clothing that is worn at a given time but is expected to change.
时尚,从最宽泛的意义上看,是一个独特的艺术风格,受欢迎了几个月甚至几年之久。我们所说的流行时尚汽车、家具或室内设计,以及在音乐、文学和艺术。但最常见的是指,时尚风格的衣服,穿在一个特定的时间,但也是期望变化。
Although fashion usually refers to dress, it does not mean the same thing as clothing. People have worn clothing since at least 20,000 BC, but people have only been concerned with fashion since the late Middle Ages (1300—1500). Before then, people wore clothes that reflected the long-standing customs of their communities, and clothing styles changed extremely slowly. Fashion, however, causes styles to change rapidly for a variety of historical, psychological, and sociological reasons. A clothing style may be introduced as a fashion, but the style becomes a custom if it is handed down from generation to generation. A fashion that quickly comes and goes is called a fad. 尽管时装通常指的服装,这并不意味着一样的衣服。人穿的衣服至少始于公元前20000年,但是人们已经仅被关心时尚自中世纪晚期(1300-1500)。在此之前,人们穿著衣服,体现了他们长期的风俗社区,衣服的款式变化的速度极慢。然而,使时尚风格迅速改变为多种历史的、心理的、和社会学的原因。一个服装风格可被引入,作为一种时尚,但风格成为一个定制的如果是一代一代地传下来。一种时尚,很快来了又去了被称为一个潮流。
True fashions began to appear in northern Europe and Italy when a system of social classes developed in the late Middle Ages. At this time, the people of Europe began to classify one another into groups based on such factors as wealth, ancestry, and occupation. The clothes people wore helped identify them as members of a particular social class. Before the late Middle Ages, only wealthy and powerful individuals concerned themselves with the style of their clothes. But when the class system developed, the general population began to compete for positions within society. Fashion was one means by which people competed with one another.
真正的时尚开始出现在欧洲北部和意大利当一个系统的社会阶级在中世纪晚期发展。就在这个时候,欧洲人开始互相群体分类基础上的财富,祖先等因素和职业。人们所穿的衣服帮助识别他们某个特定的社会阶层的成员。在中世纪晚期,只有富强的个人有关自己风格的衣服。但当阶级体制的发展,一般民众开始争夺立场,在社会。时尚是一个竞争手段,与另一个人。 People follow fashion for many reasons. Often, people imitate the style of a person or group with whom they identify. In the past, most fashions originated in the upper classes and trickled down to the lower ones. Ordinary people sometimes hoped to raise their social position by following the fashions of privileged people.
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