In 2019, Kenyan marathon legend Eliud Kipchoge shattered the two-hour barrier, setting a historic record of 1:59:40.2—a feat once thought beyond human capability. His achievement sent shockwaves worldwide, as data projections had predicted the existing record of 2:03:59 wouldn’t be broken until 2028 at the earliest.

During his groundbreaking run, Kipchoge wore Nike’s AlphaFly Next%, an advanced, previously unreleased prototype engineered to enhance running efficiency by 4%. Its predecessor, the Vaporfly series, had already played a pivotal role in the five fastest marathon times ever recorded, further solidifying Nike’s dominance in the pursuit of speed.

To celebrate this milestone, we partnered with N O W H E R E to create the Time Machine campaign—an immersive experience that puts consumers in Kipchoge’s shoes, challenging them to break their own limits. As users run on a treadmill, interactive graphics dynamically adapt to their speed, recreating the sensation of pushing boundaries just as Kipchoge did on that historic day.