ABOUT

Not only did we create a sporting movement which was both inclusive and relevant, we also broke the paradigms of physical exercise in Mexico. By creating a challenge "Run through your neighborhood" .
(Corre por tu Barrio) where at stake was the pride of each runner to demonstrate which neighborhood ran the most.
We created an identity for the main biggest neighborhoods in Mexico City and we gave the people a reason to mobilize themselves by keeping in mind one target: to reach the goal by defending their neighborhood.
The results were outstanding. Not only did the runners start mobilizing themselves before the big race by accumulating kilometers on a daily basis, but we also saw a complete change of lifestyle in the 20,000 Nike We Run 10K participants.