My Sole Story, an H5 mobile film powered by your Nike+ data, retracing every stage of emotion throughout your running journey, all told from the sole of your shoes.

At the moment of victory, Nike wanted to remind Shanghai Marathon runners that this was more than a race. More than months of training. More than a commitment made to yourself months ago. You ran your own story.

The emotional journey of a marathon racer was found within their Nike+ data. The miles and minutes logged from training to their victory was shaped into a story, broken into 13 key moments. Nike surprised them with this personalized story at the finish line.

Racers scanned a QR code at the Shanghai Marathon finish line to personalize My Sole Story. The site combined animation with Nike+ data points, including their miles trained day and night, their finish time, as well as a photo celebrating victory with their shoes. All packaged into a digital experience that was shareable to their friends on WeChat, China’s biggest social network.

30,000

RACERS RELIVED THEIR RUN

2,500

FILMS CREATED IN 24 HOURS

8.3%

CONVERSION RATE

+20%

VS AVG NIKE ACTIVATION

My Sole Story lives on as a storytelling platform for future races around China.

30,000

RACERS RELIVED THEIR RUN

2,500

FILMS CREATED IN 24 HOURS

8.3%

CONVERSION RATE

+20%

VS AVG NIKE ACTIVATION

My Sole Story lives on as a storytelling platform for future races around China.