Don’t Chase Sales, Chase History
“Just do it” …but when it comes to running a marathon in under two hours, it’s easier said than done.
Following in the footstep of Red Bull Stratos, Nike was determined to prove skeptics wrong. And the result is Breaking 2, a stunning brand content campaign lead by Wieden+Kennedy and LA-based content studio, Dirty Robber.
Staying true to its mission statement, “to bring inspiration and innovation to every athlete,” Nike brought three of the world’s most prominent marathon-runners to Monza racetrack for this herculean challenge. After more than five months of intense preparation, Kenyan Eliud Kipchoge missed the mark by just 25 seconds, still becoming the fastest marathon runner in history.
But behind this “failed” attempt lays an indisputable creative success. It had everything: impeccable video production and storytelling, seamless promotion of Nike’s innovation and design capabilities, and strong relevance for the very influential running community. The race itself was crafted like a documentary, keeping the viewers engaged. What’s more, we nearly forgot that this wasn’t only about making history, but also selling Nike’s Zoom Vaporfly Elite shoe.
Adidas followed suit with its own “Sub2” program in February, promoting the Adizero Sub2 shoe. And who knows, the “impossible is nothing” brand might bring new meaning to its motto too.