While Japan experiences an unprecedented boom in running, citizens’ marathons such as the Tokyo marathon have been flourishing nationwide. Nike started its brand’s communication with the title, “Run 42; Enjoy a full marathon!”The content and services under that theme catered to general runners who usually enjoyed running. The website was given a total restructuring to make such content more attractive and easier to use.

As a result, more visitors remain on the website and the number of visitors increased by more than 50%. It was talked about on a large number of personal websites and the reaction was great.