For the 2008 Beijing Summer Olympics, Nike redesigned every single piece of athletic equipment they made available to all their athletes, with the hope that it might provide them with a small edge. We wanted to tell the deeper story of the innovation that helped get them there in a way that added onto our audience's viewing experience of the Olympics in a way that mirrored how we watch sports nowadays. So we created a site and mobile app that became a daily resource for everyone engaged in the Olympics, so when an athlete reached new heights, the audience could quickly find out how. The mobile version was launched in 13 languages and featured a Google mash-up retail locator.

ACCOLADES: One Show, London International Awards, FWA Site of the Month for July 2008.