Rewards come to those who run. On Blue Monday, January 16th. The most depressing day of the year. Runners were invited to take part in a 30 km in 30 days challenge with the opportunity to “run to unlock” rewards along the way. With prizes such as running shoes and apparel, including a spot at NYC Marathon up for grabs, the activation garnered over 250,000 participants, clocking a combined 22 million kilometres. What intentionally started out as an activation for a European market, went international with participants across 180 countries taking on the habit-forming challenge.

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