This latest effort from Nike Japan centers on women running a marathon -- but, unusually for the brand, it's all about the people who didn't finish it.
Every year, about 18,000 runners complete the Nagoya Women's Marathon. But each year, there are many who don't make it to the end. Nike Japan and agency Wieden & Kennedy Tokyo found three such women and charted their journey to the finish line at this year's marathon.
Nike followed each woman for over two months, documenting their lives and helping them with their training routines, via custom training programs and running sessions created by its professional trainers. On March 6, two days before the 2015 marathon, it launched the campaign film along with short films telling each woman's story. On the race day, the brand covered their runs live on Nike's social channels, documenting when they passed the point they had previously quit, and the moment they crossed the finish line.