As part of Nike Japan’s “Run Like Me” marketing campaign, British expat Joseph Tame will jog 100 meters for every “like” that he receives via the campaign’s special Facebook page/app. You might remember Joseph as that earnest mobile-tech evangelist who rose to Internet fame by using GPS to turn his runs into massive urban scribbles, as well as broadcasting his start-to-finish performances in past Tokyo Marathons. A true original, he would appear to be the right poster boy for Nike’s highly customizable LunarGlide+ 4. How far will he have to run? That’s up to you. It should be noted that while the campaign might inspire consumers to buy a pair of cool shoes and run like Joseph, as a large-scale social media campaign that taps into collective sadism, this might be a first.