For the day of the race, Ecosport released a challenge: Registering to compete against Runner X.The runners crossing the finish line before Runner X could be the winners of a brand new Ecosport. The ones who didn’t would simply go home ticked.

So who was this Runner X? It was a character who made use of the social networks to challenge all the competitors of the Nike 10k.

In a short time, Runner X became a famous figure among the participants who didn't keep quiet either.

The action was a huge success. From the 15,000 runners, the 15,000 registered to try to beat Runner X. Besides, with what Runner X triggered in all the participants of the event and even in the media, Ford Ecosport achieved its main goal: being the protagonist of the Nike 10K.