Insight
Across Nike’s Asia, Pacific and Latin America markets, young people love running. But running in these areas can be easy to fall out of love with.
Nike aims to empower everyday runners, particularly women, facing urban challenges like pollution and tough weather. Runners Helping Runners, culminates in support and inspiration for these athletes, highlighting the positivity and discovery in overcoming city running obstacles.
Idea
A celebration of those using the adversities of city running as an advantage – and a rallying cry to join them.
Nike created a film featuring relatable running influencers powering through the bustling streets of Bangkok on a journey of discovery. The irreverent perspective sees the runners inspired by traffic, street vendors, intense heat and humidity, mirroring the type of runs that many make in their city, as the locals help them uncover a hidden gem of a finish line.
Dedicated product films, starring local run crews from Bangkok and Melbourne capture their protagonists making the most of their cities’ running challenges in Nike’s three signature shoes for the season: Invincible 3, Infinity RN4 and Pegasus 40.
A special Nike Run Your Run challenge launched through the Nike Run Club app, encouraging runners to explore their local areas and unlock exclusive rewards.
Snackable content
A variety of assets were created for retail, outdoor advertising, experiential events, paid online media and Nike’s digital channels. These included fun, social-specific wigglegrams that brought to life the key product benefits with hand-drawn illustrations.
Visual language
A bold, eye-catching visual language combined photography, graphical elements, motion, and hand-drawn animations designed to be energetic and customisable to each city.
Impact
An audience inspired to lace up, head out and run their cities with Nike.
Live in over 540 retail stores across the regions, Nike connected with and helped gear up thousands of casual everyday runners to have the best run of their year. Sales of the three key shoes were above target in many locations, including double-digit growth year on year in key cities.
Run Your Run underpinned Nike’s most successful marathon festival ever in the Australian city of Melbourne, with over 40,000 registered runners. Across Asia, Pacific and Latin America markets, tens of thousands of Nike Run Club members participated in the Run Your Run challenge, logging 2.1 million kilometres inside a month, driving a significant lift in monthly active visitors to the app.
