Mark Ritson is almost Byronic in his concern about Nike’s strategy to target Londoners (and 11 other inhabitants of key global cities) versus everyone. I think it is great for Londoners and if they could only run it in London that would be fine. However even with the gifts of all the digital and TV targeting opportunities that are possible, it is impossible to contain Who gets to see it to just Londoners. Did no one tell the Nike marketing department that there is a massive divide in the UK between London and the rest of the country? I think there is a big danger with this campaign in alienating the other 87% who live outside the capital and either massively resent or even hate those who do.