A smog-filled metropolis isn't exactly the ideal venue to go for your evening run. That's just one of the issues Nike faced when it teamed up with AKQA on a new campaign to help popularize the sport of running in China. The brand has taken a grassroots approach to building up running's cred in a nation whose athletic heroes hail more from the basketball courts or the soccer field, with the "Run For" campaign. The effort features web films on social media and video sharing sites asking viewers to submit their own "why they run" stories. Nike is also hosting "Lunar Runs"
in major Chinese cities like Beijing and Shanghai, featuring fitness instructors and celebrities endorsing the fun of nighttime running to college students and young professionals.
Read more about the effort in Behind the Work.