Craft Sportswear: Stoplights Into Discount, 2

If you're a dedicated city runner, you've likely faced one of urban running’s biggest frustrations: the dreaded stoplight. Whether you’re doing an awkward jog on the spot, or waiting with your watch paused, every red light throws off your pace, your rhythm, and your precious running data. Craft Sportswear, the Swedish running brand, understands these challenges all too well. For NYC marathon week, Craft wanted to bring something tailor-made for the local running community, opening an exclusive pop-up store at 437 Broadway. Throughout marathon week, Craft will turn all the time you spend waiting at stoplights while running into great discounts at their pop-up store. How it works? Craft’s custom STRAVA plugin uses data for every single stoplight on Manhattan, and together with your running data it can calculate just how much time you had to spend waiting at a red light. Once you’ve completed your run, the app generates a personalized discount code for you to use at Craft’s pop-up store. The more stop lights you encounter, the bigger your discount. The campaign is made by creative agency Forsman & Bodenfors and the plugin is available for anyone who runs in Manhattan from October 25 through November 3.