To market its Nike Air VaporMax line ahead of the holiday season, the top sneaker brand in the US turned to a YouTube star. Nike has teamed up Megan Batoon, a dancer and vlogger who ran a half-marathon as part of her efforts to promote Nike’s sporty shoe.

Batoon appeared in a short spot in which she showed off the VaporMax line, which is part of Nike’s selection of running shoes. In order to demonstrate how the sneaker performs, Batoon trained for a 13.1-mile race, even though she had little experience at that distance. Ultimately, she successfully completed her half-marathon, vlogging all the while:

“Every time I go for a run it’s like a one-on-one adventure,”  said Batoon in a press release. “I just breathe deep, run far and discover what I’m capable of.”

The partnership with Batoon marks the first time Nike has teamed up with a YouTube star. Finish Line, which sells the VaporMax shoe, is also involved in the promotion.

Batoon, who posts dance clips, makeup and hair tutorials, recipes, and other videos on her YouTube channel, has more than 700,000 subscribers. She is represented by Jeff Worob from Serling Rooks Ferrara McKoy & Worob, LLP, Ray Hughes Management, and APA.

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