“We Run Mexico” was a campaign and activation to get Mexico to move. But how do you cut through the noise in a city with over 24M people and few opportunities to exercise? We issued a challenge to the barrios of Mexico City to see which barrio would show their pride by logging KMs through Nike+. During the three month campaign runners logged 238,000km and grew our fans from 300K to 1.9M, making Nike Running Mexico the world’s largest and most engaged Nike running community in the world. The campaign was wrapped up with 30,000 runners competing in 10K’s in Monterey, Guadalajara and Mexico City.