The Game
Before The Game

Beats By Dr. Dre

Run Like You've Never Run Before

After six years of Run London, Nike has succeeded in making the 10K part of London’s sporting calendar, but the heat created has faded. Me-too 10k runs clogged up parks, and even Norwich Union ran a 10k event. In 2007, Nike asked us to change the focus - a new idea for a new audience.
So, we made things younger, louder and faster.

After six years of Run London, Nike has succeeded in making the 10K part of London’s sporting calendar, but the heat created has faded. Me-too 10k runs clogged up parks, and even Norwich Union ran a 10k event. In 2007, Nike asked us to change the focus - a new idea for a new audience. So, we made things younger, louder and faster.

Our idea was called Supersonic - a never-seen-before live experience set out to re-invent running based on a simple insight: music fuels speed. We challenged London’s footballers, dancers, ballers and runners to prove their speed and compete at a spectacular 1K futuristic race fuelled by Dizzee Rascal and The Enemy live performances.

To promote the event, we created an integrated campaign that straddled every possible medium with breakthrough tech innovations. To top up the night, we made Supersonic into a TV Show broadcasted nationwide by Channel 4. The show reached over 1 million viewers, and the UK Nike+ user base was increased by 20%.

To promote the event, we created an integrated campaign that straddled every possible medium with breakthrough tech innovations. To top up the night, we made Supersonic into a TV Show broadcasted nationwide by Channel 4. The show reached over 1 million viewers and the UK Nike+ user base was increased by 20%.

To promote the event, we created an integrated campaign that straddled every possible medium with breakthrough tech innovations. To top up the night, we made Supersonic into a TV Show broadcasted nationwide by Channel 4. The show reached over 1 million viewers, and the UK Nike+ user base was increased by 20%.