For the New Year’s Hakone Ekiden marathon relay race, Nike wanted to celebrate the university teams they sponsor.
During the relay, each runner passes the Tasuki, a cloth sash baton, to the next runner. More than just a baton, the Tasuki is a symbol of the strong bond and spirit between teammates. We used the Tasuki to create a new interactive media experience. A Nike Running Twitter account allowed fans to tweet their messages of support to the runners, and those messages were then sewn onto individual Tasukis live during the Ekiden race for each of the teams. Following the race, the stitched messages were compiled into a giant Tasuki which was presented to each team and displayed at the Nike Harajuku flagship store.