Paula steps  
Posted earlier about the poster element of this. (See below.) Here's some more:

Yesterday, we broke our Nike campaign to support Paula all the way to Olympic gold. To show your support, you can put your name on one of Paula's 22,850 footsteps in Sunday's marathon.

It's oh so simple: check out weruntogether.com to register for free, or text your name + city + date of birth to 67777. (Standard rates apply, etc, etc.)

You can even get your name in Friday's issue of The Sun if you pledge your support before 1pm this Wednesday.