Globally, Nike’s ambition is to make sport a daily habit. It’s a bold vision which has no single solution. Yet each year the Shanghai Marathon attracts the attention of all kinds of athletes - from first timers to seasoned runners. 

Together with AKQA, Nike took the momentum built into preparing for the marathon and challenged people to keep it going. The “Never Done Shop” was born - a fully integrated experiential 360º retail space delivered via a mobile e-commerce shop at its heart. The store was open for six weeks and during this time customers could earn “Sweat Coins”, powered by Nike+ data  by completing challenges across six categories.