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Making the impossible possible

09 May 2017 | Billy Thompson

They say it isn’t humanly possible to run a marathon in under two hours. The current official record is a very impressive 2:02:57 held by the Kenyan athlete, Denis Kimetto. However, Nike was willing to try and change all of that with its latest campaign: ‘Breaking2’.

Nike got together the best runners in the world and set up a marathon, with the aim being to finish it in under two hours. As far as PR campaigns go, this is one of the best I have seen in a while. It was simple, but had everything the perfect PR campaign needs.

There was a really cool advertising video made to kick things off. The video was followed by a huge social media push with the hashtag ‘#breaking2’ being used.  The campaign also gained national coverage and lots of hype prior to the event.

On the day of the event, Nike was sure to keep the branding very high-key. The Nike swoosh was everywhere to be seen; worn by the athletes, on the barriers, on the finish line, on the timers, EVERYWHERE!

And of course the athletes were kitted out in the brand new Nike ZoomX VaporFly Elite running shoes – the whole reason for this campaign.

Unfortunately, the sub-two-hour time wasn’t actually accomplished. The winning time came from Kenyan, Eliud Kipchoge, at 2:00:25 – only 25 seconds away!

The record may not have been broken, but you can’t fault the Nike’s effort with this campaign. Everything was achieved PR wise, and I’m sure the sales of the new shoe will be very high after all of this.

You may have been 25 seconds away from re-writing history, but a fantastic effort anyway, Nike!