SPEED is something that urges athletes as well as every one of us. There is limitless potential within. Nike wanted users to experience speed.To allow users to experience speed, we engaged consumers to participate in and experience 'Speed - You are faster than you think'.The SMS banner was an upfront challenge to users. If they were able to finish an SMS message within the time limit, Nike would deliver the SMS message to their friend instantly for free. It was a test of their speed, as well as an experiential illustration of speed.