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.
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.