Running to beat the elements - Dark, Snow, Rain, Cold

Running in China a sport in its infancy. With the launch of Nike new winter line of Hyper Products, Nike wanted to get kids running against the elements. These runs were validated by using Nike+ Running mobile application and sharing runs with the hashtag #winagainsttheelements#. The game merging online and offline lived on an social application on Weibo, China's biggest micro-blogging platform which holds Nike's running community. This activity rewarded runners with badges and increased active running and using Nike+ Running by 20%, a combined 44,528 km total.

It simply created opportunities to run and promoted the product as weapons against the elements, making the real/virtual game more relevant.

Epic! we have managed to have 5 out of 20 runners run, from the running Weibo community and from the Nike+ running app community run!

Unprecedented Nike+ running results have been recorded, especially in the China market and considering the weather conditions.