Advert-blocking browser plugins are growing at a rate of nearly 70% year-on-year. The most popular, AdBlocker, reached 150 million users in June 2014. And if people really are more likely to climb Mount Everest than click a banner ad, what is next for online advertising?

Of the estimated 3,500 adverts we see on average a day, it's estimated that 99% have no effect. But up until now, adverts in real life have been unavoidable - unlike online ads, which can be hidden with ad-blocking software. Could NO AD block real life ads too?

Combating the touts that buy up special edition sneakers to resell at inflated prices, Nike is releasing its Access Codes scheme. But is this new sales approach more than a pathway to a better shopping experience? Is it feeding our need to be part of the insider crowd?

A new campaign from Nike converts the distances participants run into tangible rewards. By introducing an element of gaming, the brand is encouraging greater loyalty and creating an Alternative Currency that revolves around sweat, not money.