Endurance athletes live for extreme challenges. And Second Skin, a new maker of athletic wear, needed to get their attention. This social-first campaign went to the extreme and created a 100-lb. coupon. Athletes earned their 100-lb. coupons by following clues on Instagram Stories created by Extreme Athlete Ambassadors and Influencers. However, the hardest part wasn’t finding them. It was redeeming them. Because each athlete had to lug his/her 100-lb. coupon back to a local Dick’s Sporting Goods to cash it in. Hopefully without breaking the glass countertops - it happened.