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Library/Campaign/Nike Breaking2 Race
Grade B25 sourcesHIS-00313

Nike Breaking2 Race

Campaign · 2017 · Notable

47Editable slideCertificate

Eliud Kipchoge finished Nike’s Monza marathon attempt in 2:00:25.

Original · re-upload by SportHD

adidas Running

@adidasrunning · May 6, 2017

Congratulations @EliudKipchoge on such a courageous run.

91112
Post · @adidasrunning on X

Nike

@Nike · May 6, 2017

Takeoff in 3… 2… 1… 🚀 #Breaking2 is now #LIVE at nikebreaking2.twitter.com

1.4K42
Post · @Nike on X
Nike’s live broadcast of its attempt to run a marathon below two hours at Monza.
SportHD on YouTube
Nike Introduces Breaking2
NIKE, Inc.
Inside Nike’s sub-two hour marathon attempt
Sports Illustrated
Unpacking the Breaking2 Race Strategy
NIKE, Inc.
airbnb et Nike offrent une expérience camping à Monza pour vivre Breaking2 de l'intérieur - Sport Buzz Business
Sport Buzz Business
Inside the success of Nike's Breaking2 'moonshot'
Digiday
NikeLAB Debut The Zoom Fly Sp - Releases
Sneaker Freaker
Nike’s “Breaking2” Brings Marketing, Product Innovation To Next Level | PYMNTS.com
PYMNTS
Breaking2 - Wikipedia
Wikipedia

Spread Score

How it works
Reach35Contagion35Breadth80Velocity73Longevity1347

Numbers

Reported hashtag impressions in first 24 hours
30M
Self-reported · Activative
Seed to peak
same day
May 6 ’17 to May 6 ’17
Platforms
7
Started on YouTube
Origin
Mixed
Sports

Mechanics

  • Underdog
  • Real-world spectaclePrimary
  • Controversy
  • Platform jump
  • Press loop

How it spread

Trace the origin

Nike streamed a controlled marathon attempt from Monza. Kipchoge finished in 2:00:25, outside the target and ineligible for a world record. Facebook viewing, rival-brand replies and forum discussion followed; a documentary carried the race onto television.

Google searchesDec ’16Feb ’17AprMayJunJulSepNovMar ’18JunPeakOpen webXYouTubePressFacebookRetailTV
Open webXYouTubePressFacebookRetailTV

13 more events on this chart

Join free to see them

Timeline (16)

  1. December 2016

    Nike precursor · Dec 12 ’16

    Nike announced Breaking2 and named Kipchoge, Desisa and Tadese as its runners.[1][2]

    Nike Introduces Breaking2
    Open the first post ↗

  2. April 2017

    Airbnb France / Nike precursor · Apr 11 ’17

    Airbnb France promoted a Nike partnership offering a campsite stay beside the Monza race.[3]

    airbnb et Nike offrent une expérience camping à Monza pour vivre Breaking2 de l'intérieur - Sport Buzz Business

  3. May 2017

    Nike precursor · May 5 ’17

    Nike explained its rotating pacers and pace car before the Monza attempt.[4][5]

    Unpacking the Breaking2 Race Strategy
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 20 sources · Score 57
Origin
Mixed
Sector
Sports
Region
IT
Reported hashtag impressions in first 24 hours
30M
Self-reported · Activative
Evidence
Grade B

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X · 2023

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Facebook · 2015

52
Campaign graphic with two skeletons and a framed photograph of clasped hands.

1.5B impressions

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TV · 2024

50
Who/what/where/when? “N” 🖊️ @carlosalcaraz @BNPPARIBASOPEN

1.2B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesDec ’16Feb ’17AprMayJunJulSepNovMar ’18JunPeakOpen webXYouTubePressFacebookRetailTV
Open webXYouTubePressFacebookRetailTV

13 more events on this chart

Join free to see them

  1. December 2016

    Nike precursor · Dec 12 ’16

    Nike announced Breaking2 and named Kipchoge, Desisa and Tadese as its runners.[1][2]

    Nike Introduces Breaking2
    Open the first post ↗

  2. April 2017

    Airbnb France / Nike precursor · Apr 11 ’17

    Airbnb France promoted a Nike partnership offering a campsite stay beside the Monza race.[3]

    airbnb et Nike offrent une expérience camping à Monza pour vivre Breaking2 de l'intérieur - Sport Buzz Business

  3. May 2017

    Nike precursor · May 5 ’17

    Nike explained its rotating pacers and pace car before the Monza attempt.[4][5]

    Unpacking the Breaking2 Race Strategy

  1. seed · May 6 ’17

  2. press · May 6 ’17

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Why it worked

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