W+K TokyoLab recording artists Hifana for Nike, from W+K Tokyo.

Next Friday sees the launch of Wieden + Kennedy London’s latest piece of work for Nike Running (in close collaboration with our good friends at AKQA and Mindshare), which suffice to say we’re all extremely excited about. For 24hours, from 8pm-8pm, Nike will scrap the traditional rules of competitive running, turn London into a gameboard, and challenge runners to ‘Claim Your Streets’.

GRID is an
entirely new communication platform for Nike; one that will freshen up,
contemporise and reboot running for a new generation – a generation who don’t
remotely identify with marathons, tight-shorts and bunions. Rather than us bang
on about it, we’ll let Contagious Magazine (who picked up the story earlier in
the week) explain more:

"Coming off the back of the hugely successful Nike+,
Nike's latest venture challenges Londoners to race it out to the bitter end.
However for this challenge, runners don't need to invest in smartphones,
pedometers or even special Nike branded trainers.

Nike GRID uses the now almost defunct iconic London
telephone box to track a runner's progress at designated Nike branded
locations. After registering online, players run between two phoneboxes and
punch in their unique user id number at each, logging their run and earning
them points online.

The more runs, the more points earned for that
postcode. The person with the most points in each area claims the crown of that
postcode, badges are also awarded for speed, stamina and insider knowledge of
the streets. There are 40 postcodes in play and four phoneboxes in each,
players are encouraged to use their street knowledge to get them around their
local area as quickly as possible by any possible route. There are also maps
online and in various outdoor locations" .

More details to
follow as the game unfolds. In the meantime, we encourage you to head to NikeGRID.com to sign-up, and get
ready to claim your streets. Check out the instruction film here for more.