Virtual Downtown Running, Sponsored By Nike

With a little help of creative agency BBH Singapore, an entire city block in Manila has been taken over by Nike with the construction of a giant running track.

The running track, called Unlimited Stadium, has the shape of an enormous 100-meter long sole print of Nike’s Lunar Epic shoe. With a 200-meter track lined with LED-screens, the Unlimited Stadium fuses virtual and physical worlds. As a runner, you can run against an avatar — your virtual self. During your first lap, you set your pace. From there on, your avatar with run with (or against) you on the digital LED screens, challenging you to push your limits and improve your running.

Nike Unlimited Stadium

Nike Unlimited Stadium

Nike Unlimited Stadium

This Nike-sponsored running track is a good example of what we would call brand urbanism. It is not the first time Nike sets up and sponsors (branded) urban projects, as is shown by Portland’s BIKETOWN and Nike Barge — a caged football pitch (also in Manila) launched just before the FIFA World Cup in 2014.

Brand Urbanism

A growing number of consumer brands are investing in the city, working together with cities to find solutions for urban issues. In a time of austerity, brand urbanism provides local governments with more possibilities in realizing ambitious projects, while giving brands a one-off opportunity to show their involvement in and responsibility for the city.

Red Bull Vietnam

Red Bull Brightens up Community Spaces in Ho Chi Minh City

Red Bull reimagines billboards as stadium lights to illuminate community spaces in Ho Chi Minh City's suburbs.

Woven City

Toyota Is Building a Prototype City of the Future

The car manufacturer is developing a city for 2,000 inhabitants where autonomous vehicles, innovative street design, smart house technology and robotics will be tested.

National Park City

Become a Ranger in London, the First National Park City

London became the first National Park City, employing the help of volunteer City Rangers to cultivate urban greening and foster a wilder and healthier city.