NIKE / RUNNING

As part of Nike’s global We Run series celebrating the 25th anniversary of the “Just Do it” campaign, Nike did a vertical running race where contestants had to scale a high rise building – The Sultan Residence.

As each runner made their way from the bottom to the top of the fire escape stairs, they were encouraged by a series of audio and visual cues that let them know how far they’d come along the arcade/Tron-style race.

Prior to the race starting, the building was projected with a dramatic video sequence with accompanying audio that showcased the runners who were competing.

The event was a massive success with over 8,000 runners taking over the city, inspired to get moving.