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Small upstart brand AudioFuel takes on global giant Nike at its own game

by Editor
Monday 25th October 2010
Tags  Nike Grid game   |   Nike Running   |   GRID Run your City   |   Jackson Williams   |   AudioFuel

Ex-boxer and ultra runner Jackson Williams to ‘just do it’ and run 115 kms in under 12 hours as part of Nike Grid

The global brand Nike will be taken unawares today by an unexpected challenge to its marketing campaign, London’s Nike Grid (www.nikegrid.com) running game*.

AudioFuel, a start up company that makes motivational running music and training programmes, has assembled a team that looks likely to sweep the board so to speak. And, most significantly, knock Nike’s four ‘ambassador’ runners into a cocked hat.

AudioFuel’s star player is ex boxer and ultra runner Jackson Williams. Setting out on the evening of Monday 25th October, Jackson plans to run the entire Nike Grid system continuously: he’ll run between 96 phone boxes on a route that covers 115 kilometers across 48 different London postcodes.

Williams’ aim is to run the whole challenge in less than a day – powered by AudioFuel’s custom composed running music – and in the process raise the largest amount possible for his preferred charity Unicef. Donations can be made on the Virgin Money Giving page.

“I love running around London, but I’ve never tried to do the whole thing before,” says Jackson Williams. “But I can’t wait to knock Nike’s own runners into touch and complete the London Nike in one go.

AudioFuel has organized a round the clock team of supporters for Jackson to guide him on his route across the capital. Using bicycles the crack team working on a shift basis will be equipped with pre-prepared maps, recovery drinks and high calorie snacks.

Another key member of the back office AudioFuel team is a Professor of Mathematics who is working night and day to analyse the Nike point scoring system and maps to ensure the entire team scores the maximum points possible and covers the distances most efficiently. AudioFuel will also be updating supporters via the AudioFuel Twitter feed: twitter.com/audiofuel

Jackson Williams has an impressive history of ultra running feats and should find the Nike Grid challenge a breeze. Former professional lightweight boxer he first ran from London back home to Norwich when he was 17. A year later, he ran 350 miles from Scotland to his hometown. After being beaten by Amir Khan in front of a 10,000-strong crowd, he then retired at the age of 24 from boxing and became one of the first Brits to run the 3,086 miles across America. "I like to challenge myself and push the boundaries and limits of human endurance," explained Williams.

Since then he has run 26 marathons in 26 days on a treadmill; ran the length of Scotland from John O’Groats then cycled the length of England to Lands End in 11 and half days; completed 24hrs non-stop on a treadmill, and earlier this year he began a barefoot frenzy by running a half marathon, then 100 miles from Norwich to London before finally finishing with the Virgin London Marathon on behalf of the charity UNICEF and the sports music brand AudioFuel.

As well as his own ultra running feats, Jackson has an impressive array of clients that he personally trains include an increasing number of celebrities.

AudioFuel combines custom composed music with voice coaching to create training programmes for runners. The music is designed for sport: it has a beat to match the activity, energising vibes and relevant lyrics. And just like DJs control the energy of the dancefloor, AudioFuel compiles its music into a soundtrack that creates the right emotional state throughout the training session. The voiceover coaching gives the user encouragement, tips and factual information about their training session.

To celebrate the Nike Grid game, AudioFuel has created a special 25 minute running mix designed to support the gamers as they run between the phone boxes. The mix is free to download from www.audiofuel.co.uk throughout the whole period of the Nike challenge.

* The Nike grid game involves individual runners, or teams of runners, scoring points for speed, endurance and stamina by running between certain phone boxes within specific post code areas of London. The game runs between Friday 22nd October and 4th November. After the two weeks’ of game play, winners from each postcode will be crowned and celebrated on their home turf – with their names tagged across local phone boxes across the cities.



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