CW-X is a running wear apparel brand. CW-X were well known in Tokyo, the eastern side of Japan. But not as much in Kyoto, the western side.

CW-X wanted to connect and sell the brand with the runners in Kyoto, starting from KYOTO MARATHON 2013 in a new way.

But normal advertising along the marathon course was restricted, owing to the traditions and laws of Kyoto.

The marathon sponsor clients can sell their brand before or after the race, but not in-between.

We tried to change that as well.

CW-X wanted to launch their brand in Kyoto, but to just inform the runners about their product line was not enough, where there were so many other rival brands competing. So we created a new free communication tool that was designed directly for marathon lovers and for their friends, SOCIAL_MARATHON in KYOTO, to post and share your real-split-time, and to get real-time feedback cheering. Through this new platform everybody could tell CW-X is not only just a running wear brand, but has a big heart to support all marathon lovers. Marathon is no longer a solitary individual sport, because of CW-X.

- 1,837 runners participated.

- 8,522 digital SNS messages gathered, from far away cities like Tokyo and even New York.

- Transforming into traditional analogue cheers, filling the ancient Kyoto city with beautiful powerful calligraphy. All in real time. Creating a completely new way of running a marathon.

- Raving comments were posted on SNS, from both the runners and the cheering family and friends, bringing a stronger CW-X brand engagement to all.

- All runners were amazed with the new running experience, and wanted to try again.

- CW-X sold US$900,000 worth of running wear at the Kyoto marathon booth in a day alone.