Recruit emerging runners in their early twenties (particularly women) to Nike+ and re-energize the Nike+ community. Our audience doesn’t run because they love running, they run because they love to keep fit and to compete. 'Challenges' is the most popular feature on Nike+ because it makes the runs more personal and competitive. Every run counts. So we created a Challenge to stoke the oldest and most heated rivalry of all-time, and give every runner in the world a reason to care about and participate in Nike+.

The campaign launched across Europe on Valentine’s Day with OOH that playfully provoked men and women to announce the challenge.

As the start date of the challenge approached, a film debuted that made the rivalry even more personal.

Nikeplus.com functioned as the hub of all activity. It was the place to register, talk trash and track the results via a real-time leader board.

Facebook was used as a tool to rally friends to the cause. It’s also where motivational films starring Nike athletes were seeded to further rally and/or taunt men and women.

Print ads and in-store displays put Nike+ gear in the context of the challenge.

And to stoke the rivalry at a more grassroots level, local markets were briefed to interpret challenge in innovative ways. This included flash events at popular running trails and stunts during road races around Europe.

Our job was to recruit emerging runners (particularly women) to Nike+ and re-energize the Nike+ community. The results exceeded all expectations:125,000 new Nike+ registrants; 60% women.#1 challenge in the history of Nike+ with participants from 49 countries.Sales of Nike+ shoes and apparel increased by 15%.

Sales of Nike+ equipment increased by more than 80%.“If you can get hundreds of thousands of people to sign up and run, it’s pretty amazing. It’s not like we’re giving away cupcakes.”-Enrico Balleri, EMEA Brand Connections Director