The question was how — and more relevant, why care? To put the “how” question succinctly, the answer was in the direct delivery Nike used to popularize and engage its audience with the Breaking2 attempt. Elite cross-country running, whether constituted locally, nationally or globally, could benefit from the dramatic backstory emphasizing the team element (something unique among distance running done in other formats), the pedigree of the athletes present, and the unique course conditions. The value of winning or breaking “impossible” efforts could also be better emphasized at the world level: the IAAF World Cross Country Championships had been a dual-meet of sorts between talented East African nations, while much of the rest of the world languished in sending their best athletes. It was more than possible to build “hype” the way Nike built their Breaking2 attempt.

This potential was even high to deliver an entertaining experience within the budgets of national federations or even the IAAF. Sponsorship was available too — if companies like Nike could execute a non-record-legal marathon attempt sans-competition, then surely other companies might find value in promoting the “World’s Toughest Footrace” featuring athletes from all distance running specialties racing against each other.

Other ‘niche’ sports, from Obstacle Course Racing to Motocross, made the athlete the centerpiece and didn’t shy away from including fans up close or telling the backstory (similar to how Nike approached their campaign with Breaking2). Plus, cross-country running had the added prestige of having been an Olympic event, a fact that would undoubtedly make it more relevant should it find itself in that arena again. The Olympics helped marathon running gain widespread popularity this way.

And while these solutions only graced the tip of the iceburg in how to deliver a better, more comprehensive and meaningful cross-country experience — it led to a greater question: why did it matter? Well, cross-country featured pure competition at both an individual and team level — plus it was the most global and accessible of all sports. It would reach an audience of young people who were capable of breaking the next set of records, ones proven to be important no matter the context. And in delivering the #Breaking2 experience, the world saw that it mattered. The opportunity was ripe for cross-country to do the same.