The intention was to fuel the running & sports culture in China and become the cultural hub for running communities in China. In order to do that, Nike brought stories from international running crews and used the Shanghai marathon moment to kick off an extended weekend of running memories.

Each run crew brought items that represented their stories related to running and weekly events were created with monthly challenges and content to grow the connection and engagement.

Every item and story was kept with description in the space and digitally, so a broader audience was able to also experience them online.