Nike+ has always been about connecting with runners and inspiring them on through those lonely miles (or kilometres!). Ever since R/GA created it, the web was the channel of choice to not only connect runner to brand, but, crucially for its success, runner to runner.
Now, in our socially connected world, Nike+ has extended their thinking and created something totally relevant – socially connected running.
Nike+ have teamed up with W+K Japan to develop (and launch) Run Fwd. A project that unites people and helps promote the idea of urban running across the planet.
Run Fwd: The Global Ekiden Relay is effectively a socially connected marathon. Originally, the Japanese word ‘ekiden’ (‘eki’ stands for ‘place,’ and ‘den’ means ‘destination’) is a marathon with the total distance of 42.195 kilometers, which is ran by six runners (the first one takes 5km, and the other ones 10 km, 5 km, 10 km, 5 km and 7.195 km respectively).
Nike have given this idea a social twist — the Tasuki Sash, which is usually passed from one runner to another as a baton, has now gone digital, and is given online through email invitations, encouraging teams of socially connected runners to join the race on www.nikerunfwd.jp.
The rules are simple: once you received a nomination, you have 72 hours to accept it and run at least 3km, track the distance using Nike+GPS or Nike+ applications and then choose a person to nominate as the next runner. If you fail to complete the run, the whole team is disqualified.
Prizes are given to the best teams (but only in Japan!). The initiative closes up on February 28.
Nike’s vision here is obviously to pick up on current trend and put some realism into the term ‘socially active’.
