Nike challenges Londoners to move more and earn NikeFuel.
Nike is encouraging Londoners to move more with the NikeFuel Map, designed to inspire people in London to get off the Tube and explore the city above ground.
With the NikeFuel Map, Londoners can find easy ways to be more active by walking between Zone 1 Tube stations and tracking NikeFuel– a metric that measures athletic activity. 'Urbanist', researcher and keen walker John Bingham-Hall walked the routes - adding scenic diversions to ensure Londoners were able to see the best of their city - and clocked up the NikeFuel points earned. Bingham-Hall's routes were then transcribed into a mathematical and accurate map format by the Centre for Advanced Spacial Analysis, part of University College London. The results were then handed to designer and 'visualizer' David Luepschen to turn into a graphically impactful map.
A pocket-sized version of the map is available in the following London Nike stores: Niketown London, Boxpark, Stratford, Covent Garden and White City.