On August 31, Nike is sponsoring The Human Race 10k. They are recruiting 1 million runners to participate in a dozen or so race cities around the world or virtually via a Nike+ device. Runners can represent their country, their city, their gender, etc.
This is a really cool example of extending social networking technology into the physical world. Think of all the things they’ll be able to do with the run data from 1 million people. And what a great way for Nike to sell their product!
I think we’re going to be seeing a lot more of this sort of thing in the next few years.