At this year's Midnight Race in Sweden, people got it. What we did was to build a 15 meter Nike Air Pegasus that every runner participating (25 000 people) had to run through at the last kilometre. In order to explain the Nike+ excellence we encouraged people to print their names on the back of their t-shirts before the race. Then, when they entered the ninth kilometre, we had people checking names and walkie-talking the names to a cheerleader that managed a choir, integrated in the shoe. When the person reached the shoe, the choir started to chant his/her name.

The stunt successfully educated Sweden’s runners about Nike+ and how individual and personalized it could be. It was a highly appreciated high impact stunt that made Nike claim and own the race. A result that could be seen on the internet days after the event. Credited sport bloggers commented on it and running communities on the web spread the word about the big Nike+ shoe.