Nike was announcing a new project as it called the breaking2 campaign in December 2016.The project was hugely receiving world attention because of its state to break two hours barrier marathon. It was taking place at the Formula One track in Monza, Italy, with three distance runners prepared, Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese. They were challenged to break 26.2 miles in less than 2 hours, which also break the current world record held by Dennis Kimetto at 2:02:57.
The race was scheduled on 6 May 2017 at 5.45 am local time. Nike got live streaming through Twitter, Facebook, and YouTube, enabling people to keep tracking on the three runners in real time. Nike was also Partnership with National Geographic to make a documentary film in 55 minutes duration; it was showing stories behind the project. The fact was two hours barrier project failed as the fastest runner, Eliud Kipchoge, had recorded 02:00:25. Despite its failure, this project was successful campaign because of its succeeding of enticing worldwide attention in 2017. The live streaming through social media had been watched over 13.1 million people. Also, the #breaking2 had been mentioned 84,456 times in Twitter within 3 days, 6 until 8 May.
Nike’s Brand Communication Director, Mark McCambridge, said this project was intended to show people the things commonly see as impossible barriers could still possible to be defeated. People can run as fast as they want with the Nike’s new Zoom Vaporfly Elite, the shoes that worn by the three runners. The film documentary depicts almost the whole processing behind since preparation days until the day of race. Also, it attached the three runners point of view toward this project, their stories about how dealing with obstacles even it seemed quite impossible.