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“Choose Go”: How Nike is encouraging ordinary folk to make running a part of their daily lives

“Choose Go”: How Nike is encouraging ordinary folk to make running a part of their daily lives

Creative steps

Text: Amelia Chia

We dig deeper into the message behind Nike's "Choose Go" campaign

It's a scorcher of a day in Bangkok and I'm palpably hot and sticky, but I find myself running (or striding, if you will) from one route marker to another in the city's famed Lumpini Park. Admittedly, I'm not much of a runner but the strange thing is, I'm enjoying myself. I have a smartphone hooked up to LINE, a communication app popular in Thailand, and my aim at the moment is to collect as many tokens as possible around the park. Sounds like a real-life version of Pokémon Go — except this is part of Nike's "Choose Go" media familiarisation programme, where we are getting a foretaste of what runners in Bangkok will get to be part of on their dedicated "Go Day" on 18 April. In Singapore, Nike's "Go Day" falls on 22 April.

For the uninitiated, "Choose Go" is a campaign by Nike which answers the question of what would happen if the world stopped spinning. In the campaign video, which features heavy hitters such as Odell Beckham Jr., Kevin Hart, Giannis Antetokounmpo, Simone Biles, and Kobe Bryant, people around the world decide the only way to jump start the earth's rotation again is to run in the same direction. The theory behind it? It would propel the earth to revolve back on its axis. Coined the "Stopocalypse", this tongue-in-cheek video sees the likes of Bryant strip off a tearaway suit and join the run, and Hart crack it at the end when he finds out everyone was running in the wrong direction.

The ingenious advertisement aims to inspire citizens of the world to slip on their shoes and hit the ground running — no matter where they are or what they're doing with their lives. Back to present reality, Nike has also come up with a few ways for folk like us to start making jogs a daily occurrence. There's no better time to get started than now.

UNLOCKING REWARDS

22 April — that's a date to mark into your calendars. If you're thinking of Netflix and chilling this Sunday morning, forget it because this is Nike's "Go Day" for Singapore. Get a group of your friends together, go for a short run, and reward yourselves after, whether for a hearty meal or relaxing foot massage. While runners in Bangkok will unlock rewards via LINE, such as decadent desserts from the popular After You Café, we've planned a different programme on our sunny shores. At Buro 24/7 Singapore, we'll be running alongside 20 of our lucky readers (thank you for signing up!) along Robertson Quay. All 20 participants will "unlock" a reward and be treated to brunch at Publico Deli at InterContinental Robertson Quay afterwards.  

after you dessert, nike

GET HOLD OF THE NEW NIKE EPIC REACT FLYKNITS

What do all runners look for in the perfect running shoes? Lightweight and long-lasting kicks, which come with better cushioning from the impact of each stride and great energy return. All this is fused together in the brilliant Nike Epic React Flyknits — the brand's best running shoes to date. Nike's in-house chemists and mechanical engineers went through more than 400 combinations of chemistry and processing, before dialing in on the right materials of the Nike React foam. After which, the technology was put through more than 2,000 hours of testing on the feet of basketball players. Last season saw a complete sell-out of the navy and white versions (its vibrant yellow and pink add-ons made it a hit with the fashion squad). This season, expect fresh colourways in hot pink, off-white, army green, and dark grey. You'll want to act fast.

nike, nike react

JOIN NIKE+ RUN CLUB

There's no unnecessary membership fees or painful 7am runs here — all you have to do is download the Nike+ Run Club app and you're good to go. Made for fast-paced individuals trying to squeeze a run into their day, you can get going on your own (all you have to do is hit "start", select music, and you're off) or select from one of their guided runs. For example, Hart leads a comedic 37-minute recovery run while Olympic gymnast Biles paces you through a 26-minute speed workout. It's entertaining, fun, and best of all — rewarding.

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