In another example of how to use new engagement technology for creative branded executions I present the collaboration between Nike and the YesYesNo collective to launch the Nike Free Run+2 City Pack series.
Using some custom software YesYesNo was able to track and modify the datastream of a specific runners' route. Allowing for route, speed, distance and a few other variables they created a live artistic visualization of a particular runners trek. These end up as compelling visuals that are individually personal to the runner. After which they were provided to the runner with the route and runner info laser etched onto a custom box with a pair shoes from the Nike City Pack series from their city.
More info here.