Runners in Mexico could turn their hard-earned sweat into something positive thanks to a new innovative campaign from Nike. Agency JWT Media have developed a new experience to tie in with Nike's global  #makeitcount campaign: an auction for Nike goods where the price is in 'sweat' not money.

The campaign, Nike + Auction, utilises the popular Nike + technology which tracks and logs users running activity allowing them to compete against friends and strangers. The Auction, a facebook app, relies on this Nike + data and assigns runners 'auction credits' based on the distance they've run. The further you've run, the richer you are. Nike products are auctioned off every 15 days with the highest bid winning the product. So if you really want a product, you need to run as far as you can to outbid your competitors. The current auction, for a women's sportswatch, has a current bid of 5km, but with 12 days to go that distance will rapidly shoot up so that only dedicated runners need compete.

The campaign is an interesting way of getting people to engage with the Nike + technology and give them real incentives to #makeitcount. Check it out here.