The objective of this campaign is to position running as a popular activity into a part of the world where it is not very popular, looking for bigger participation on the 10K Nike Marathon. It proposes everybody to go out and run, the way they can, and enjoy it. ith that in mind, it creates three teams that include from the lazy couch potato to the expert runner: 'the non-runner runners' 'the firebirds'and 'the endorphin cartel'Commercials 'Speed', 'Distance' and 'Sprint' aim to boost non-runner runners, since they are the ones who need the most encouragement.