Over night outdoor domination of the city; Pack of runners as live billboards; Running path decals (media first); Treadmill runners with sign-up sheets on busy street corners; Fruit stickers at the end of training runs; Race day signage – changed pre/post race; The ferries and ferry terminal were also wrapped (media first); Embedded “Running Guy” in sacred morning radio shows content every morning during his training run; All day live radio coverage at the Nike RunTO; Daily inspirational newspaper column by “Running Guy” with cover flash.

9,530 participated in the training runs. 11,500 attended the event, 7,500 runners participated in the Nike RunTO – highest Toronto attendance for any introductory 10 km race. The most successful Nike 10k to date (worldwide per capita). PR coverage = 1 million dollars + Won “Best of Show” at the Canadian Media Innovation and Digital Awards. Running Guy became a local hero signing over 600 autographs!