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CANNES, France—Many brand marketers love to say they value bold ideas and taking risks, but few would likely have the stomach for a project like Breaking2.
Both ambitious in goal and massive in logistical scope, Breaking2 was Nike’s attempt to run a marathon in less than 2 hours—which would require beating the current record not by seconds, but by three whole minutes.
Attempted on May 6, 2017, the mission succeeded in shaving considerable time off the existing record, but it did not break the 2-hour barrier.