As part of Nike's 'Run Like the City' Campaign, we took a NY institution - the Zagat Guide - and created a customised version specific to the needs of NYC runners. The guide not only provides routes for navigating uptown, midtown and downtown, but also gives runners in those neighbourhoods the inside story on the best places to carb-load, grab a quick fix, enjoy a post-run brunch or meet for a post-workout drink. Nike's training run programme information was included as part of the value to runners. By creating a long term resource that runners could take with them and use indefinitely, we stretched a small budget over an extended period of time. Of course this piece also served as a useful tool which runners chose to engage with; one that only a NYC running insider like Nike could deliver. The guides were sold at retail with proceeds going to Nike's partner charities.

The guide was an instant success - 15,000 copies sold out within weeks (much more quickly than planned) and was listed as one of the 'NY Post's Hot List' items over the summer. Nike's training run programme and the race both enjoyed their best to date.