Nike+ Missions was created to gamify physical goals and challenges for users. We created games powered by human movement. The app was the portal for users to track their own physical activity in a social ecosystem with their friends and to encourage competition across the world. Some missions were based in simple physical activity challenges, while others were created to support worthy causes. We released up to four new missions a week and watched as people all around the world used NikeFuel to #makeitcount. Global efforts earned 5 million collective NikeFuel, donated $50,000 and more importantly, significantly increased The Michael J. Fox Foundation’s fans, followers and online donations. Similar efforts also contributed to the Livestrong Foundation.