If your New Year’s resolution is to get in shape – just like last year, right? – then this project from Russia might inspire you. In order to promote its Alphabounce shoe, Adidas and its agency launched a dedicated mobile website that only scrolled when you physically ran. To motivate runners, several virtual pairs of the sneakers were “hidden” along the route and could be claimed by those who reached them first. Then exchanged for the real thing, of course. Over 14 days, more than 106,000 people actually ran the virtual course, covering almost 30,000 kilometres (or 18,600 miles). No doubt they needed new sneakers after that.