For three weeks Nike set up an urban race that consumers could participate in to win a new pair of the Zoom high performance shoes. The Bluetooth-enabled race started at an illuminated outdoor site up to 400m from the store featuring a line up of 21 new Zoom shoes and ended at the Nike stores.

The fastest runner was given a pair of new Zooms and got their name placed in the illuminated site.

Across three cities in three weeks: 250,000 Bluetooth messages were delivered, 15,000 participants and 63 pairs of Nike Zoom shoes awarded, 1.7 billion online impressions, 19 million print impressions and 17 million OOH target audience impressions.