Go Earn It transforms every worn-out running shoe into an earned reward. A hidden Nike Sunburst recycling symbol is embedded beneath the outsole during manufacturing and gradually appears after hundreds of miles of natural wear. Once revealed, it becomes the signal to return the shoes to a Nike Store, where athletes receive a discount on their next pair while the old shoes are recycled or repurposed. A peelable QR code on every new shoe introduces the mechanic through a digital scratch experience, connecting the first run to the last. By rewarding athletes for completing the full journey, Go Earn It turns recycling from an obligation into an achievement, ensuring every mile leads to a new beginning.