Connecting a brand built on competitiveness to an audience focused on well-being
Nike challenged us to create a unique brand experience for female runners inspired less by competitive running and more by wellness. Our key challenge: to align and elevate Nike Running’s brand to runners who weren’t always watching the clock.
With the help of female wellness influencers, we spread balance and calm to urban running routes, building a holistic experience that encouraged mindful running. In-store, social and experiential were the key opportunities for runners to press reset on their well-being.
The initiative became a word-of-mouth hit among running influencers—quickly spreading from Barcelona to key Nike markets including Paris, Berlin, London and Istanbul. Competitive communities made way for collective wellness.
Digital / Branding / Motion / Strategy /