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The task was to encourage 10 000 young runners to sign up for a Nike sponsored running race. A unique campaign concept “Run Free Run Jozi” was created, that motivated the youth to take part in a night race in the heart of Johannesburg on Human Rights Day. 10 000 registrations were received in the first week (5 weeks was the target). Membership to Nike running clubs increased 20% week on week and more than R10 million worth of PR was achieved.