Seen in Contagious Magazine
Building on the association that Nike+ technology encapsulates between music and running, Miami-based agency Crispin Porter & Bogusky has sourced artists such as Kanye West, Kelly Rowland, Pendulum and Moby to perform on stages in LA, Paris and London respectively to celebrate the opening of the Nike Human Race on August 31st.
One million runners from 25 countries across the world will be released onto the tracks to complete the 10 kilometre Human Race run. Kanye West commented, ‘I’m hitting the stage in L.A. for the Nike+ Human Race, Nike's dopest 10k run ever.’ Talking of his part in the proceedings, he adds: ‘This race is bringing together hundreds of thousands of people from all over the world to run and listen to some great music while serving a higher cause, and I’m excited to perform in L.A. as part of the grand finale.’
The London section of the race will be kicked off from the pitch of Wembley Stadium and then onto the surrounding streets, where British marathon star Paula Radcliffe will captain the runners all racing to raise money for three official charity partners: WWF the animal charity; the Lance Armstrong Foundation which unites cancer sufferers and ninemillion.org, the UN’s refugee agency.
The unique element of the Nike+ Human Race is that by using the Nike+ technology, runners do not have to be in the official locations for the start of the race – they can virtually represent their country via nikeplus.com. The runner’s footwear instantly transmits signals to an iPod nano or Nike+ SportBand to keep them informed of their distance, time, calories burnt and pace feedback. As a result runners can complete the distance whilst monitoring their run on race day then synchronise their Nike+ iPod or Nike+ SportBand with their Mac or PC to upload their running time to be officially included in the race.
To support the scheme, Nikeplus.com caters for all pre-race training needs where participants can create their own profile pages or gain motivation by downloading mixes called Sport Music designed specifically for fast and upbeat Training Runs and Coaching Mixes.
Check out the site at nikeplus.com
