Great initiative from Nike in Amsterdam as part of their drive to make running more fun they’ve set up a grafitti challenge. This allows you to design your own running routes on a map of Amsterdam, share them and run them. So people create different shapes, patterns, words – even a space invader! This is a great example of how online initiaitives can create off-line behaviours, which is surely a far more impactful way of sharing your brand message than simply watching a video. Nike are very good at this!