Following Breaking2...other novelty racing ideas for Nike to consider, from most to least likely:
1. Kenya vs. Ethiopia On the Roads
7-man teams from each country are formed to settle this great rivalry over the marathon distance. I could see this being a team-scored marathon or an Ekiden style road relay, but the marathon would be cool. The problem for Nike is that this would be way less interesting limited only to Nike runners, since many of these top runners are Adidas-sponsored.
2. One of those mud and obstacle course races -- elite edition.
During XC season, have the elites run the long course distance (12k) on a course with stretches of heavy mud and obstacles (nothing too outrageous, maybe some hurdling, rope swings, a bit of light climbing). Would slightly bigger runners like Ben True do better, or maybe the steeplechasers would excel? It would be tough to incentivize this due to higher risk of injury for the participating runners. But with Nike $$$, anything is possible. And it would be amusing to see skinny elite distance runners facing off in these conditions.
3. Return to Monza: Last Man Standing Edition (Green Line of Pain).
Nike returns to Monza, and this time opens the field to at least a dozen of the world's top marathoners. This time there are no pacers except for the car and the green laser line. The green line goes out at Sub 2 pace. If you drift a certain distance from the green line, you're ejected from the race (volunteers like Derrick and Bumbalough run onto the track to escort you away). Last man standing wins, and, if that happens before 26.2, they still win.
4. Doping2.
Okay, Nike wouldn't sponsor this. You'd need a 'bad boy' sponser (cycling fans might think back to the ill-fated 'Rock Racing' team). Retired dopers and those currently serving suspensions would be allowed entry to the race, with PEDs permitted under medical supervision. The goal is sub 2. Perhaps some runners might even accept a two year ban if the 'bad boy' sponsor can make it worth their while financially.
(5). Or we could just continue with great, competitive regular marathon racing with good coverage, like today's Amsterdam marathon. But does it sell shoes?