When Reebok launched its new running shoe, the Taikan, it is more than just a sneaker – it’s a whole new way to run. Our biggest challenge was to get people educated - and excited – about the new technique.

Since Taikan is a completely new technique, who better to champion its benefits than the creator of the shoe himself? Tetsuhido Kin, a famous pro-running coach in Japan and the designer of the shoe. The entire interactive journey happens through Kin-San’s “thinking bubbles” that reflect the Hows, Whats and Whys of Taikan running.While the ultimate goal is to drive visitors to the Reebok store, the runtaikan.com website has succeeded in engaging the viewer at an immediate level. Since its launch in February 2008, figures show that the average visitor is spending close to 4 minutes on our website – higher than industry benchmarks in terms of involvement and engagement.