Everyone knows that you don’t win a marathon; you run a marathon.

Samsung will be sponsoring the Tel Aviv Marathon - Israel’s biggest sports event of the year – for the seventh consecutive time. A year ago, the brand famously reworked its brand promise and now communicates under the 'Do What You Can’t' tagline. A promise that sets a completely new standard and is notoriously challenging to live up to – whether you are a brand or a person.

That’s why Samsung is doing the unbelievable and this year it will allow everyone to win first place at the Tel Aviv Marathon.

How? Samsung will use runners’ data to create a personal category for each individual runner, which they will be sure to win in. Specifically, Samsung will be asking every runner to complete a personal online questionnaire as part of his or her marathon registration process. The data collected at that point and the data collected after the race (personal time, pace, distance etc) will be fed into a system that will create every contestant's very own, exclusive ‘category of one’.