Introducing Nike+ Run Club. Instead of creating a new app or social network, we simply created an WeChat account runners could chat with—exactly how they did with their co-runners, every day.

The difference? Nike+ Run Club replied not with just another message, but with actions points to push your run. Customized running routes. Real-time run crews you could join and even create. And of course, Nike gear recommendations.

Best of all, everything came in a simple form runners already used every day: a chat message. Truly turning the message into the medium.

China's runners finally had a single hub that was with them every step of their run.

Within 2 months, more than 100,000 users had signed up, and more than 3,000 run crews had been created.

And it's only just begun.