30,000 runners took to the streets of Seoul on Nov. 17 for the Nike We Run Seoul race, part of Nike’s global We Run race movement. The 10K course took participants past iconic locations such as Kwanghwamun Square and Seoul City Rally Square, over the Mapo Bridge and finished at Yeouido Park.
The runners’ journeys started long before race day with Korea’s ‘Nike Run the City’ mobile app. Through the app, over 65,000 Koreans were motivated to run over 880,000 kilometers and play in the city during the two months before We Run Seoul. In this digital running game, users earned points and trophies based on their Nike+ kilometers.
“Korea is one of the world’s most digitally-connected places,” said James JH Lee, Nike Korea Marketing Director. “We ignited and fueled the running energy both physically and digitally even before race day. The whole journey allowed us to enable, inspire and move our runners and the city of Seoul by giving them the ultimate playground.”
Of the 30,000 runners who participated in this year’s We Run race, 13,000 were awarded their race number via the “Nike Run the City” app. The remaining 17,000 spots sold out in just 19 minutes. Nike designated 3,000 spots specifically for high school students and set up special training runs for them to fuel their passion and drive for the sport prior to race day. A special 7K course was set up for them within the race route.
Runners who scored the highest on ‘Nike Run the City’ were grouped together at the starting line. To complete the digital running journey, race day runners had one last challenge—unlock the special “Kwanghwamun” badge while on the course. For those who unlocked the badge, two were chosen to further their running journey in an upcoming We Run race. A pre-race ’playground’ zone was installed with fun elements of dancing and music and a look at the latest Nike running innovations, including Nike Aeroloft.
At the finish line, runners were greeted with rhythmic beats from Korea’s top artists including Dynamic Duo, Primary and Beenzino.