NIKE RUNNING RECAP
In FA24 we launched the first Nike Running brand statement in over a decade. Using the creative language of Rebellious Devotion, we told the story of Winning Isn’t Comfortable. A story that brings to life the very relatable love & hate relationship with Running. All whilst distinctly bringing to market the full — iconic — Pegasus franchise.
DON’T WASTE YOUR ENERGY. WATCH THE RECAP.
OUR BIGGEST WINS
This campaign featured a Distinctive Brand Voice, with powerful visuals that turned heads and ‘stopped the scroll’, making a lasting impression on runners along their path — IRL & digitally.
We turned the city into our canvas and truly tapped into the runner’s mindset, surprising them with bold, unexpected messages.
Nike Running & the Pegasus franchise were Unmissable in the marketplace. Nike Direct programmed a full digital and full fleet a/e/c takeover in over 380 doors, including HOI and NTL; where we also served and guided Runners with a revamped Shoe Fit Finder & Trialling Stations.
In NPM we launched with Authenticity through Key Performance Authenticators, Key Sport Partners and Pure Players across Europe. An exciting moment was to see our key athlete, Dina Asher-Smith in the Sports Direct campaign extension and feature across 133 partner doors.
Across our key cities in London, Barcelona, Milan, Istanbul & Joburg we delivered Community activations under the Volt Orange Run Swoosh bringing our brand voice to life for the consumer on the ground. Fuelled by hyperlocal insights, the city invited Next Gen runners to find their wins outside their comfort zone with Nike-Only can do run experiences.
LONDON
BARCELONA
“This event was next level. Didn’t know what to expect but this was *chef kiss*.”
— London Runner
MILAN
“I was about to eat it on the steps, but I styled out. Unreal experience. Nike Nike Nike.”
— Milan Runner
ISTANBUL
JOZI
“Never ever thought I could run here, best experience by far! What a Nike comeback.”
— Istanbul Runner
5 REBELLIOUS ACTIVATIONS
5000+ RUNNERS ACROSS THE GEO
AVERAGE AGE 26 YO
49—100% FEMALE PARTICIPATION
We elevated Race, Road & Trail Running in the moments that matter for our consumer through the Power of the Ground Game Offense. Leveraging our new brand voice and the Ground Game strategy, we disrupted with Nike distinction and energy at Copenhagen Half, The Berlin Marathon and UTMB.
OUR KEY LEARNINGS & OPPORTUNITIES
Extending distinctive brand voice into locally relevant copy requires ‘Nike native’ in-house copywriters who live and breathe the copywriting and get the time to obsess every letter and comma.
Guerilla has the power of surprise by surprising consumers and cutting through the noise, but it also comes with surprises in execution. 3 watch outs for future projects: consistent checks are needed for premium execution; Complex to gain scale and domination in big cities; Guerilla spaneting is a legal grey zone, so watch out for fines and tight police surveillance.
Winning is outside of our comfort zone, also for us. Nike needs to continuously take bold steps to create distinctive activations pre- and post races, differentiating ourselves from the competition.
The race calendar requires a different code. In order to disrupt on the route in and around race weekend, we need to be very early in booking media spaces and event hubs.
Winning starts with being relentlessly athlete obsessed. Ensure our athlete are equipped with the latest innovation when it matters most, and always be ready for them to win.
To win with runners, we have to think like runners. A proper race director can help us think through local experiences to hit the right notes with the right consumer.
