A few bloggers, social media experts and athletes were treated to a surprise adventure officially dubbed Project North. Put together by Nike, it not only put the participants through their paces, but also such cold weather gear as the Nike Pegasus 31 Flash and Shield Max Jacket.
Braving the snow and chill high up on the Bugaboos mountain range in British Columbia, Canada, the group of lucky individuals were led through runs and NTC workouts by none-other-than Nike Master Trainer Eva Redpath herself. Project North is a fine example of a brand creating an exciting experience that can be shared via social media to thousands of fans. The spectacular images and stories documented by the participants will inspire others to 'choose their own winter,' which is Nike's current motto.