On March 19th 2012, ultra-endurance athlete, Jason Lester, embarked on the Journey for a Better World. He ran and biked over 4,800 miles. Our goal was to share his journey with the world.

To document Jason's coast to coast trek, we launched a full website experience centered around his biggest daily moments. With a simple scroll, users were chronologically transported through these moments, all the way back to the journey's kickoff in New York City. We kept followers informed with important stats like Jason's current location, elevation, miles traveled and amount of NikeFuel earned. An interactive map showed the full scope of Jason's travels and helped viewers stay connected to his mission.

To kick off the campaign, we crafted a live action piece with Jason telling his story in his own words. In the spot, we show Jason's tragic injury and emotional recovery while challenging viewers to share their own stories about sport with us.

To further the campaign's reach, we tied the site seamlessly into relevant social channels.

Along the Journey, we invited fans to come hear Jason's inspirational story at their local Nike Store and participate in runs alongside him.