Nike Grid turned the streets of London into a game board, challenging runners to ‘claim their streets’ by racing between phone boxes and dialling in unique codes.

To drive sign-ups and buzz, we took over the nearest station to the Covent Garden running store with a mix of 30 unique digital and traditional out-of-home placements.

The results? Store footfall and sign ups surged and soon, London was alive with runners making the city their own.