Objective: to re-establish Nike as a credible running brand with ‘core runners’ across Europe. And differentiate the brand from competitors in the running market.AKQA created a totally distinctive direction for Nike Bowerman, based on a documentary style to show an inherent understanding of runners and running, to provide authenticity to the Nike offering. Rather than showing shoes in showroom mint-condition they were shown in action and in real life situations, so runners would be able to better relate to the site.The site allows runners to develop their own personalised training schedules, and track and monitor their performance using RunTrak, a bespoke web-based running log. In addition to providing information about the shoes in the Bowerman Series, runners can request a free Test Drive at various locations across Europe, where they can try out the shoes. Visitors to the site can use the Shoe Selector to find the right shoe for them. Runners are also invited to provide feedback about their shoes, using the Your Verdict functionality.This site stands apart from existing running sites in that it celebrates runners and running. It provides a real point of difference, and truly is for runners by runners.