During the World Athletics Championships, we wanted to bridge the gap between elite spectatorship and participation. The goal was to build a final celebratory moment that didn't just host runners but rewarded them for the effort they put in throughout the season.

We orchestrated a complete takeover of Asakusa and transformed the iconic Asakusa Rokku street into a sanctioned 100m sprint course. We gamified the entire experience by designing a system where every meter a consumer ran during the campaign converted into digital currency. This currency unlocked access and experiences at the final "Matsuri" (Festival), a Nike exclusive celebration where everyday runners competed alongside elite athletes on the streets of Tokyo.