This year, Nike’s 21K was only for women. And many of them were going to run this race for the first time.

Face your 21k was a race simulation experience. While the Olympic marathoner Marita Peralta talked them through the run, the installation helped runners recognize the key parts of the circuit. It also showed users what race rhythm they had to maintain in each part of the race, where the hydration points were, and provided feedback data such as heart rate and average temperature.

Face your 21k helped women face the challenge, and as a result, 83% of the beginners finished the race.

We created an installation inside the Nike Store of Buenos Aires. After picking up their running Kit, runners could get on a treadmill to go through the key parts of the race. While a screen simulated the day of the race, Bluetooth headsets allowed runners to hear Olympic marathoner Marita Peralta as she coached them through it.