But the most appreciated feature was that all participants had the official Midnight Run t-shirts and that they had an invisible message printed on their backs, only visible in UV-light. The message read “One more step” and as it glowed up, surprising and encouraging the person behind, many runners applauded and cheered in salutation to Nike. Beause that’s what a long distance run is all about – just taking one more step. All the time.

It rendered tons of appreciation at the race with spontaneous applauds and after the race where runners took contact with Nike representatives. Comments on the web included “The Nike stunt with the line ‘one more step’ that glowed in the UV-light was incredibly cool!”, “it gave renewed energy”, “it was an incredibly entertaining idea”.