• To engage 120k athletes in Mexico City through the ‘just do it’ movement and Nike+

• To deepen the consumer connection through the Mexico City “barrio” culture.

• To play on their cultural heritage and their physical reality by creating an emotional connection that ignites a revolution of movement.

We designed icons for the most important neighborhoods and hot spots for runners. Participants could run for their neighborhood by logging their kilometers with the Nike+ app. We had such a good response that we had to design new crests for neighborhoods that hadn´t initially been considered due the number of users who wanted to compete in our global ranking and competition.

* 208,620 KM logged with Nike+

* Facebook: From 306K likes to 1.1M

* Twitter: From 36k followers to 94k

* 100% Nike+ conversion during the We Run Series

* Nike+ Downloads: 375,510 in just three months

* 30k We Run entries sold out in 30 days

* On 11/24 #WERUNMEXICO became #1 trending topic