NIKE+ HUMAN RACE

During my year or so watch as copy lead on the Nike+ team at R/GA, this was the biggie to brag about. (I also helped to develop the Nike+ training component, Nike Coach.) The Nike+ Human Race was the first-ever worldwide 10k with 26 race sites and thousands of individual Nike+ users joining in all over the globe, logging in at more than 800,000 participants all told. The race community was built within NikePlus.com via 26 local race blogs with the content keys handed over to each individual race team. Each participating runner had a profile, and there were training challenges, team sites, training tips, web videos, music downloads and training mixes. Off the Nike+ reservation, there was a YouTube brand channel, banner ads, widgets, viral videos and celebrity-fueled preroll videos on sites like espn.com to muscle up the campaign's reach. As you can imagine, a project of this scope had a cast of hundreds, but the boards below come courtesy of the masterful Steve Peck who did yeoman's duty on the design tip.