THE QUEST TO BREAK THE 2-HOUR MARATHON

“How do you get a kid in Kansas to care?”

The BREAKING2 moonshot attempt tested the limits of human potential, innovated an industry, and created a transcendent cultural moment during a live-streamed event on YouTube and Twitter. But this simple, “how do you get them to care?” question became one of the toughest challenges of the entire project. 

We had 3 elite runners committed to rigorous training, we’d cracked attempt naming and branding, we even had a Formula 1 race track reserved in Monza, Italy. But how do you drive an understanding of the magnitude of the sub-2 marathon attempt to a broader audience, and make them care? Actually care? 

You inspire the collective power of the talented teams and agencies around you — W+K Portland, Dirty Robber, Mindshare & Uncle Toad’s Media Group — to help orchestrate one of the craziest, most memorable projects ever.

“Nobody can run that fast, for that long. So, we’re doin’ it.”

Watch the trailer here.