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.

Fly Over London In An Emirates-Sponsored Cable Car

Airline carrier Emirates offers a special 'flying' experience to Londoners and visitors of the British capital as the company has teamed up with Transport for London (TfL) to build and operate a cable car service close to the city's O2 Arena.

Candy Bar Explains It Once Again: Bucharest Is Not Budapest!

Did you know that Bucharest is not Budapest? Although there are plenty of differences between the capital of Romania and the capital of neighboring country Hungary, it seems to be hard to not confuse the two cities. That's why the Romanian candy bar brand ROM came up with a campaign to make clear once and for all that Bucharest is something different than Budapest.