The Problem
There are few events in Nike’s storied history that speak as directly to its origins and core identity as Breaking2, the company’s moonshot attempt to break the two-hour marathon mark in May 2017. Besides the monumental physical feat of preparing the three chosen runners for the attempt, it was essential to tell the right story about the event—to do justice to the runners themselves, to inspire and engage runners and non-runners alike, and to convey authenticity throughout the process.
The Solution
Tasked with developing the Breaking2 digital hub on Nike.com and event communications across Nike Running’s digital channels, the team synthesized deep-dive interviews with Nike’s runners, coaches, biomechanics researchers, brand managers, and product innovation teams to develop a creative direction that authentically conveyed the athletes’ personal stories, while also communicating Nike’s identity, innovation, and passion.
Ultimately, Eliud Kipchoge fell 25 seconds short of breaking the 2-hour mark. The event itself won Ad Age’s 2018 Content Marketing of the Year.