Building off the momentum of the 2008 Beijing Olympics, Nike set a goal to create the world’s largest race with hundreds of thousands of runners taking to the streets on August 31, 2008. Japan was no exception and we extended the campaign attacking the streets of Tokyo and getting young people all over to take up running. The campaign leverage print, ooh, retail and aggressive digital to build awareness and drive registration. We brought 9,000 runners to Mt. Fuji for a 10k run around Lake Motosko and a finale concert with headlining Japanese acts. It was amazing site to see some of Japanese best track athletes fire the starting gun for thousands of excited runners. Who would have thought running could be so fun – Nike, of course!
Agency Partner:
WK Tokyo, lead creative
