A campaign about a ragtag group of misfits who, together with Phil Knight and Bill Bowerman, re-wrote the rules of running.
They broke rules. They broke records. They broke limits. This is the story of the defiant dozen that put American track and field on the map and changed running as we know it today. The campaign included an interactive film and an interactive online site experience, along with in-store posters and print. The story was played out online and in Nike stores across the country.
This anonymous film was seeded throughout the web a week before the Athletics West interactive site went live, driving people to a darkened room with a sleeping runner.
Once in the room, visitors could use their mouse to explore. They could even get a reaction from the sleeping runner by poking him and trying to wake him up.
Site Timeline & Story
Print & Posters