London runners have reason to rejoice, now that they can map out their ideal running routes through the British capital courtesy of Nike's RouteFinder. Created by the London office of AKQA, the groundbreaking new application fuses the popular interface of the Run London website with Google Maps to allow runners to create a personalized route, measure the distance, and share the route with an entire community of fellow on-the-move Londonersall without having to get off your arse. "The idea is for RouteFinder to play a critical role in helping individuals succeed in achieving their running goals," says AKQA creative development planner Simon Jefferson. "It's an excellent example of a brand using technology to tap into the natural community its consumers form. Overall, online social networking is proving to be a vital component of any internet strategy."