Nike: RUN Fwd

Passing it on, Japanese style

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Editor's Pick

Relay runners all over the world 'pass it on' via email and their races are tracked online in Nike RUN Fwd, an interactive project from Nike Japan.

The idea is based on Ekiden, a popular Japanese winter sport in which long-distance relay runners pass on a sash called a tasuki instead of a baton.

In Nike's version, participants must run at least 3km of the race and then nominate the next runner in their team via email invitation. The email contains a customized movie showing who has run so far and asking if they're willing to take up the challenge. If they fail to run within the allotted time period of 72 hours, the team will be disqualified. Teams compete over the two month race period as they contend to become the world's longest Ekiden team.

The runners are tracked using Nike+GPS and their running routes recorded online, with map information played as a movie showing the journey of the sash around the world.

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About

Credits
Date
Jan 21, 2011
Agency:
Wieden + Kennedy Tokyo
Client:
Nike
Executive Creative Director:
Frank Hahn
Executive Creative Director:
Naoki Ito
Director/Editor/Animator:
Genki Ito
Art Director:
Naoki Ga
Copywriter:
Hiroshi Kuyama
Copywriter:
Andrew Miller
Interactive Copywriter:
Takayuki Rokutan
Music:
toe
Digital Production:
Root Communications
Technical Director:
Toru Terashima
Director:
Hiromi Yoshikawa
Systems Engineer/Programmer:
Tsuyoshi Tanaka
Systems Engineer/Programmer:
Masatoshi Fujiyama
Markup Engineer:
Takeshi Ninomiya
Interactive Designer/Flash Developer:
Ken Murayama
Art Director/Designer:
Masanori Sakamoto
Film Production Company:
Rooftop
Producer:
Kenji Yamamoto
Producer:
Masahiko Abe
Production Manager:
Poco Saito
Director of Photography:
Naoki Noda
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