As Nike’s lead digital agency, we connected people to the race in the digital space and beyond. To do so, we created a platform which included registration, race and concert information. We developed tools to help find and challenge other runners; utilities that helped people raise money for charity; players for proprietary playlists; videos featuring athletes and artists on a YouTube channel. And on race day, we made results available as they arrived. With partner agencies, we also created concepts for on-site experiences like video booths and off-line ideas like the commemorative book in which users could submit race photos.

The Nike+ Human Race 10K was the largest running event in history. More than 800,000 people participated, running in 142 countries. To prepare for the event, they ran 2.5 million training miles with Nike+ and issued hundreds of thousands of new challenges to each other.