In summer 2014 I took part in Nike Advertising Campaign as a photographer and also as a runner. The book we ended with is a beautiful product. But what is interesting about it? We didn't shoot professional models or professional runners. But jogging became the it-thing just a few years ago in Russia. Of course, there are loads of reasons, why people run, but in Moscow the first people who became new runners in the last years and made this sports mass were those, who are active on Facebook and Instagram, who post cool pix and get “likes”. They started making running not only healthy, but also fashionable. They choose beautiful routes and nice clothes not only for themselves to like, but to be sure their followers “like” them as well.