If you happened to be wandering around Oxford Circus on Sunday afternoon, you certainly couldn’t miss the massive procession of athletes, flag-bearers, drummers, Nike+ Run Club coaches and NTC Master Trainers marching shoulder-to-shoulder. The event — which officially launched the new UNLIMITED LONDON campaign for Nike — culminated at the NikeTown flagship, where distance runner Mo Farah addressed the crowd.

NikeTown itself was decked out with material from the UNLIMITED campaign, including a bold manifesto challenging people to smash their limits and barriers. The Oxford Street takeover precedes the launch of a print campaign on 4 August, so Watch This Space for more.