Letting the audience tell their own story

“The Day the World Stopped to Run” was a custom content book, designed to capture the personal experience of runners participating in the first-ever Nike+ Human Race, a worldwide 10K event that would attract close to a million people and occur simultaneously in twenty-five cities around the world.

HOW IT WAS ACCOMPLISHED:

Ditching safety pins and paper bibs, we mailed runners who signed up a race-day shirt, pre-printed with their number. This connected them to the tech that would log their progress, connect them to online friends & communities, and a link to a Nike+ Human Race personal page to detail their journey.