Tasked with promoting and tracking the event using online and offline tactics, we created a digital platform for the event, which included registration, race and concert information. We developed tools to help users raise money for charity as well as find other runners, challenge each other and join teams. We created components to promote and distribute proprietary music mixes to motivate and coach runners during their training runs. And we created video content featuring athletes and artists, housed on its own branded YouTube channel. On race day, we made results available as they came in, and collected race footage from various cities, editing it to be shown during races in other parts of the world later in the day. Working with partner agencies, we also created concepts for on-site experiences like video booths and off-line ideas such as a commemorative book in which users could submit photos of their experience.

The Nike+ Human Race 10K was the largest running event in history. More than 800,000 people participated, running in 142 countries. To prepare for the event, they ran 2.5 million training miles with Nike+ and issued hundreds of thousands of new challenges to each other.