Runner’s Logbook
Nike wanted to connect with their core demographic at the Boston Marathon [serious runners] to have them test their new online runner’s logbook. First it had to reflect the runners lifestyle and then reconnect them to Nike’s roots by featuring co-founder Bill Bowman, Steve Prefontaine and the like. The “in-hand logbook” handed out at the marathon drove users to the “online logbook”. The overall success lead Nike’s running group to produce another 20k and send them along to the New York Marathon.