The Campaign

My Sole Story, an H5 mobile film powered by your Nike+ data, retracing every stage of emotion throughout your running journey, all told from the sole of your shoes.

Creative Execution

Racers scanned a QR code at the Shanghai Marathon finish line to personalize My Sole Story. The site combined animation with Nike+ data points, including their miles trained day and night, their finish time, as well as a photo celebrating victory with their shoes. All packaged into a digital experience that was shareable to their friends on WeChat, China’s biggest social network.

Describe the success of the promotion with both client and consumer including some quantifiable results

30,000 RACERS RELIVED THEIR RUN 2,500 FILMS CREATED IN 24 HOURS 8.3% CONVERSION RATE +20% VS AVG NIKE ACTIVATION My Sole Story lives on as a storytelling platform for future races around China.

Explain why the method of promotion was most relevant to the product or service

Marathon runners are a different breed. Their hunger, toughness, and will to succeed have the power to inspire other athletes across China. My Sole Story was an activation that met them at the finish line, using their Nike+ data to let them relive their story from the very start. And through each struggle, their Nike shoes were always there. By creating a personalized film for each and every marathon runner, Nike reminded the nation of their role in the Shanghai Marathon, inspiring new athletes through WeChat, China’s biggest social network.

The emotional journey of a marathon racer was found within their Nike+ data. The miles and minutes logged from training to their victory was shaped into a story, broken into 13 key moments. Nike surprised them with this personalized story at the finish line.