Nike's family of Twitter accounts includes its main handle @Nike, featuring 368,000 followers, as well as specialized accounts for stores, such as @NikeNYC, and specific sports, such as @nikebasketball. The accounts aim to engage fans with direct interaction and promotions such as a jersey chase. Buzzwords abound on even the main account, but the reach of Nike's dozens of accounts helps feed the craze when a new shoe line rolls out to stores.
