Japan has approximately 10 million runners.
Through research, we learned that many recreational runners have yet to run a full marathon, but dream of it. The campaign called out to such runners and challenged them to train for one. We made “I AM A VIRGIN.” t-shirts and handed them out at Nike Run clinics and retail. The creative depicted the runner training for his / her full marathon and a visceral projection into the future. The campaign’s message and strong visual language dominated the months leading up to the first Tokyo City Marathon.