Creativity

Best of 2017 Interactive/Integrated--No.3: Watch Nike Athletes Attempt to Run a Marathon in Under Two Hours

Brand Challenges Three Runners to Run a Marathon in Less Than Two-Hours

By Ann-Christine Diaz. Published on May 05, 2017

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

Back in May, Nike attempted its own version of Red Bull's "Stratos" when it posed a tremendous challenge to three of its athletes: to run a marathon in under two hours. For the "Breaking2" campaign, runners Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese ran 26.2 miles on a closed Formula One track in Italy while wearing the brand's new "Vapor Fly Elite" shoes as the world watched on social media channels. The ambitious marketing event garnered plenty of attention for the brand and promised even more had one of the runners broken the record. But ultimately all came up short, with Kipchoge winning the race in two hours and 25 seconds.

Original Story:

Nike has set the stage for (at least one of) its athletes to make history tomorrow -- by challenging them to run a marathon in under two hours. At 5:45 a.m. tomorrow, Saturday, May 6, in Monza, Italy, runners Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese will attempt to run 26.2 miles within at least 1:59:59.

The sport of running hasn't seen a feat so important since Roger Bannister ran a mile in less than four minutes on May 6, 1954, 63 years ago to the day of Nike's big race.

Nike will provide the trio of runners with significant support during the race, including pacing help from an electric car and 30 other runners. Each athlete will also receive individualized hydration services.

Although the runners will be on a closed track -- a Formula One course near Milan, Italy, consumers will be able to join in on social and online, as Nike will be broadcasting the race in its entirety live, on a dedicated Twitter landing page and on the Breaking2 Facebook page.

Read about how breaking the two-hour marathon represent a major stand-off between Nike and Adidas on Adage.com.

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Credits

Date
May 05, 2017
Agency:
W+K Portland
Client:
Nike
Creative Director:
Alberto Ponte
Creative Director:
Ryan O'Rourke
Interactive Director:
Dan Viens
Creative:
Joe Albert
Creative:
Jason Turner
Executive Producer:
Sue Kim
Producer:
Mauricio Granado
Production Assistant:
Candice Harbour
Business Affairs Manager:
Anna Beth Nagel
Studio:
Tim O'Brien
Studio:
Rob Mumford
Creative Manager:
Shannon Hutchinson
Creative Manager:
Annie Quach
Account Team:
Chris Willingham
Account Team:
Katie Gurgainus
Account Team:
Hannah Hewitt
Account Team:
Tobin Kittoe
Account Team:
Simone Jackson
Media Team:
Daniel Sheniak
Media Team:
Emily Dalton
Media Team:
Lisa Feldhusen
Media Team:
Graham Wallace
Strategy:
Andy Lindblade
Strategy:
Henry Lambert
Strategy:
Irina Tone
Production Company:
Dirty Robber
Director:
Martin Desmond Roe
Executive Producer:
Jason Puris
Producer:
Kathlyn Horan
Director of Photography:
Jessica Young
Creative Director:
Nick Frew
Post Production Company:
Coyote Post
Post Producer:
Jamie Qualtrough
Editor:
Brady Hammes
Editor:
Olly Riley Smith
Editor:
Vale Gualdi
Editor:
Brett Nicoletti
Editorial Company:
Joint Editorial
Editor:
Tommy Harden
Editor:
JB Jacobs
Assistant Editor:
Dylan Sylwester
Post Executive Producer:
Leslie Carthy
Producer:
Jen Milano
Visual Effects Company:
Joint Editorial
Lead Flame Artist:
Rober Murdock
Flame Artist:
Leif Peterson
Flame Assistant:
Noah Poole
Post Executive Producer:
Rebekah Koerbel
Visual Effects Producer:
Marissa Lee
Color Company:
Company 3
Colorist:
Siggy Ferstil
Producer:
Matt Moran
Mix Company:
Joint Editorial
Mixer:
Noah Woodburn
Production Company:
Uncle Toads Media Group (UTMG)
Executive Producer:
Jordan Velarde
Senior Producer:
Chris Steblay
Unit Production Manager:
Keely Wallis
Field Producer:
Keely Wallis
Production Manager:
Oriele Olivati
Live Producer:
Jeff Talosi
Technical Producer:
Adam Poel
Talent:
Rima Rackauskas
Producer:
Rima Rackauskas
Tape Producer:
Jake Burack
Associate Producer:
Jake Burack
TD/Vision Switcher:
Michael Armstrong
Field Producer:
Ryan Meyers
IT Production Coordinator:
Angela Olivati
Production Assistant:
Alessandro Martini
Production Assistant:
Stefano Lori
Production Assistant:
Matteo Pennati

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