8 July 2012, London: 25,000 runners demonstrated how they are making this year count, by hitting the streets of central London for the most interactive British 10K powered by Nike+ the city has ever seen.
In a year when the eyes of the world are on London, athletes of all ages and abilities gathered at the start line at Wellington Arch for a warm-up with event host Reggie Yates which included motivational music, inspirational footage, and messages of support from runners’ Facebook friends displayed on giant digital screens. Runners from around the country then set-off on a spectacular 10 kilometre journey around London’s world-famous landmarks.
Runners poured down Pall Mall, through Trafalgar Square and along Embankment to St Paul’s Cathedral, before turning back and heading towards Westminster Bridge. Big Ben then provided the backdrop for the final push towards the finish line at Whitehall.
To keep runners motivated and help them achieve their goals, the British 10K powered by Nike+ delivered a truly innovative race day experience which saw elements of nikeplus.com, the world’s largest running community, brought to life along the race route. Entrants signed up to the British 10K App pre-race, enabling their friends and family to cheer them on with personal messages sent via Facebook and displayed live on giant digital screens. Some of Nike’s biggest names including marathon world record holder Paula Radcliffe and 5,000m World Champion Mo Farah also helped bring the cheers with inspirational film footage for runners as they passed through Blackfriars Tunnel.
The Nike+ motivation on race-day continued with innovative technology allowing Facebook supporters to track runners every step of the way via real time race stats. Having crossed the finish line, entrants were also able to relive their run by viewing their race results – just as you would see via the GPS technology on Nike+.
With 25,000 runners striving for their best in the UK’s third largest running event, Kenyan athlete Edwin Kipyego emerged as the race winner in a time of 27:49. Entrants came from all around the world to be part of the experience, including ten international running crews from as far as New York, Japan and Mexico. Even those that were unable to make it to London were able to take part by connecting to the Nike+ community and joining virtual British 10K runs from Nike stores in Exeter, Liverpool, Glasgow and Cardiff.
Nick Rusling from the British 10K commented, “The British 10K powered by Nike+ has been the most successful ever. Runners have enjoyed one of the most breath-taking 10K routes in the world, and if that weren’t inspiration enough, thanks to Nike+ technology they have benefitted from the most interactive race-day we’ve ever hosted. Most importantly, we have helped people to take that step and get active – it’s the perfect start to the summer ahead.”
Alexander ”Powet” Selivanov from Moskva River Runners commented “This is my first visit to London and I love this city! It was an awesome run with the best international running crews from all over the world coming together to take part. We saw beautiful architecture and landmarks along the way and the race had such a great atmosphere. It was truly a one-off experience.”
Nike+ motivation continues way past the finish line. By downloading the free Nike+ Running App, runners can track their performance during every run, as well as setting goals, competing with friends, and sharing it all with the largest online running community in the world.