Here’s a nice publicity campaign that actually emphasizes the defining qualities of it’s product. Nike is promoting it’s Nike+ (technology that allows you track data from your running activities) line by sponsoring a worldwide 10k run on August 31st. You can either sign up to run in one of the 25 sponsored cities or you race in your own city by using your Nike+ system to sync up with racers worldwide.

This is somewhat similar to the Balloonacy event I took part in a couple of weeks ago in that it is essentially a virtual race with a worldwide audience. You can compare yourself relatively evenly with people in another city or on the other side of the globe.

It also emphasizes training for the event by using the built in Nike+ coaching software that will prescribe workouts and provides all sorts of informational visualizations of your individual runs that shows progress over time. Nike+ iPod users get the benefit of a coach in their ear when they hit key points in the workout.

Overall I think it’s a great idea both for the runners and for the Nike+ brand. Events that celebrate your pluses are much more effective than ones that merely make your name more public.