concept/ social strategy/ photo brief
Social campaign created to promote the 10k races across Russia and CEE countries.
We used the running crew culture to encourage people to form a pack and take over their city, by running in unexpected areas and discovering new routes.
We started the campaign with a manifesto and used a van to distribute special race kits for the first 100 runners that found the van location by following the tips on local Nike social channels.
We promoted the final 10k run for 8 weeks by creating unexpected run routes in the city and time based challenges, with the help of local running clubs.
The campaign had great response and as per Mark Parker comment "... the “Summer of Running” digital campaign created connections that last long after the last runner crosses the finish line".