Twitch – Nike: Breaking4
Bringing Olympians and creators together on the front page of Twitch to create one-of-a-kind event coverage for Nike and Prime Video.
A History-Making Broadcast
Nike: Breaking4 was a monumental effort from Nike in partnership with Faith Kipyegon to make her the first woman to ever run a sub-4 minute mile. On the morning of the attempt, spectators and athletes filled the Stade Charlety in Paris—and fans world-wide logged onto Twitch to celebrate alongside them.
Nike spent months prototyping shoes, clothing, and pacer technique for this record-breaking attempt. So while Faith was warming up for the race, we shared excerpts of the Prime Video film that documented this process.
And running isn’t just a spectator sport—in true Butcher Bird style, we incorporated some interactivity to celebrate the hype our audience was serving. We ended up going live with fifteen “this or that” style running preference questions for our hosts and the fans to discuss, ten Nike-approved multiple choice quiz questions for running training and race prep, and ten additional multiple choice questions on the history of running to educate the viewers on the massive moment we were all about to witness together.
It was an absolute privilege to broadcast Faith Kipyegon’s masterclass in middle-distance running, as we witnessed her rewrite history and push the boundaries of human potential in her pursuit of the sub-four-minute mile.
