In Japan Nike+ was perceived as a cold technology, impersonal, definitely not making running more appealing to young Japanese women. We’ve decided to position running at a different level, as a journey of change. A life experience able to transform women and make them stronger, more capable to meet their life goals.
![](https://freight.cargo.site/t/original/i/d7ed3e371c6db38fc916e026b42d7eb34f4510f5170e548ce6104af289883cda/Test2_1250.jpeg)
The concept was launched on social networks and outdoors to inspire the girls and build awareness.
![](https://freight.cargo.site/t/original/i/e3a23fa7bf682775fde588160c2de1ff3d4149bc8ff1ffd641940fcad59f3b3e/Concept-KV.jpg)
We have implemented a Facebook app able to transform all the NIke+ impersonal and cold data into a personal story for each woman using it.
![](https://freight.cargo.site/t/original/i/18f98ba2aeeabbdcefc67bda9143d6f44ebc667dede2c95128ad86e3da6756c7/FB-Diary-output1.jpg)
Run after run, the app would compose their personal running diary, generating a video they could share to show their journey of change.
![](https://freight.cargo.site/t/original/i/af1ae730e79136f7b26de1b6d7b2b0057fd9cde3f9bf00b150e3e941e9441232/Folding-Diary-final-copy.jpg)
We have promoted it on social networks to recruit more women for the Nagoya Marathon.
![](https://freight.cargo.site/t/original/i/ed2ed8a6f0d6adc85bf507c4259eaa3f3f00e113154235e11263682b3c8dd7fa/App2.jpg)
![](https://freight.cargo.site/t/original/i/d782ad3c9f58f3127e1ce6007c9df284fd0479942f142563a803672b363916d6/Marathon.jpg)
![](https://freight.cargo.site/t/original/i/1f7623a95be76367dd030e5814bfac82198f1fef25371c92f9a09fcdee38eb25/Diary.jpg)