Nike on how setting an ‘audacious goal’ helped the brand work differently

When Nike announced its ambition to break the two-hour marathon barrier in December 2016 observers questioned whether it would really be possible to achieve the “holy grail of running”.
The aim of the project was to shave a few minutes off the current men’s world record time of 2:02:57 and by doing so challenge expectations around what is possible in sport, all framed around in-depth athlete storytelling.
Brand communications director Mark McCambridge was working in the Nike ru