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.

For two days, hip-hop artist, producer, and Snapchat superstar is using the platform to spread word about the new “Mad Intense” selection of Stride Gum. Live now, Khaled is set to big-up all things Stride Gum on his Snapchat account and create an exclusive track in the studio. Tomorrow, Khaled will be joined by friends, making for an unpredictable, fun day for all his followers. Watch everything unfold by tuning into Khaled’s Snapchat: djkhaled305.