This was the first custom-built LED track of its kind globally. A lot of runners never thought data could be visualized in such a way. Many of the runners enjoyed the extension of Nike's digital platform into a real world experience and had really positive feedback. Not only did over 300 of Guangzhou’s most competitive runners race themselves, but numerous traditional and online media outlets covered the event. Nike received earned media equal to 10X the cost of the overall activation. The most important result was that one in five runners beat their personal best, and won the impossible race.

1) Get Ready

We sent an open invitation on nike’s official wechat account to all guangzhou’s runners. We asked them to share with us their best 1km time on the nike+ running app by sending us screenshots to scout who the fastest runners are.

2) Get Set

After identifying the fastest of the fastest, we synced up all of the runner’s best times into the light of speed track’s central command system. In addition we assigned each runner a unique color based on their preference.

3) Zoom

3…2…1… zoom. Runners run the impossible race and challenge themselves to break new boundaries by racing their best time on the light track. As soon as they finish they know if they have beaten their best.