Nike | Breaking 2

Attempting the impossible with Nike.

SET-UP

After training for three years, on May 6, 2017, three runners attempted to break the two-hour marathon barrier with Nike, a mission many had deemed impossible.

The event was live streamed from Monza, Italy on Twitter and Facebook, with interstitial content woven throughout the livestream to share the backstory, research and mythology of the 2 hour barrier.

My role was to create a brand communications plan to roll out the content during the live stream on social as well as real-time content from the event. Working during the live-stream from the Twitter headquarters, we cheered on as the world watched.

In then end, none of the runners were able able to break the record, but Eliud Kipchoge brought the world that much closer to something unimaginable, reaching 2 hours and 25 seconds (beating his own personal best of 2:03:05). Even Adidas reached out on social to thank Nike and Kipchoge for the courageous attempt.

Agency: Conscious Minds

🏃‍♂️