The can treats coffee like race fuel. RUN sits over the swoosh in black on coral, with a band of small type running around the top: no excuse, run Lepic. People Possession and La Chance Café share the band at the bottom. The cans went out packed in an orange shoebox, the way a new pair of trainers would. For the launch, the same lockup went into motion and print: the swoosh broken up into VHS noise, and a poster where one line, NIKE RUNNERS ARE TAKING THE HARDER ROAD, repeats down the page like a ticker.