In order to spread the idea beyond the select group of athletes, and also to inspire new runners, the strategy was to make the event physically isolated, but accessible to millions of people through the media; to broadcast and cover the race in the country's largest media vehicle, in a differentiated manner with editorial content, and with full visibility for the brand in its natural environment, without seeming opportunistic.We took an innovative idea to the largest TV station in the country, and its website, famous for not allowing commercial interventions in its newscast: 15 days on their website and Twitter (with special pages for the event) and 4 days on nearly all of their news programmes, sport-specific or not. We had complete coverage with the station's support, editing and live transmissions, and with total brand exposure – an unprecedented action on this channel.

The way we activated the action was pertinent because we brought together the network's journalistic interests and our determination to let people know that the event was great and bold, and that it was Nike's.

More than 62 million page views on the blog and 95 million impacts on TV.