The Ask
Nike doesn’t sponsor the marathon. We have to create awesome ways to break through the traditional noise around the race in a way that only Nike could pull off. We want to take the 2.5m from passive spectators to active runners. We don’t have billboards. We don’t have race banners. We don’t have a TV spot. Good. The 26.2 miles of the race are such a small part of the universe surrounding the NYC Marathon, we get to own everything else.
The Insight
It takes 21 days to form a habit. There are 26 days in between the NYC Marathon and the Macy’s Thanksgiving Parade. What if athletes can make running a permanent habit before it’s time to eat all that turkey?
Our Solution
The Nike Run Club ‘One Mile A Day’ Challenge is the new habit-forming initiative by Nike. Kicked off the day of the marathon, runners will be challenged to simply run one mile a day (or more) for 26 days straight. Finishers will have the opportunity to claim rewards to the challenges completed at local Nike spots.
Client - Nike
My Role - Creative Strategist & Designer
Discipline - Creative Strategy, Visual Design, Campaign, Activation