London's iconic red phone boxes served as goalposts for urban races in this exciting project with Weiden + Kennedy.
"What’s particularly cool about the competition is the GRID website, where Nike not only tallies scores but is also serving up visualizations of the race. Since it’s collecting data all the time—every time a competitor makes a call from one of the phone boxes, it logs who they are, where the box is, and what time it is—Nike is turning that information into visualizations (powered by San Francisco’s Stamen Design) that illustrate various aspects of the race. In one of those visualizations...the GRID pits men against women, plotting the competitors' individual runs over time on a stylized map of London (in pink for women and blue for men), while tallying up their points on a scoreboard on the side. And, in the good-natured competitive spirit of the game, the video declares at the end: "Boys lead!" and urges their counterparts: "Get running girls!""