Nike - "Run from the sun"
Nike launched a collection of products featuring innovations around reflectivity/glow in the dark - a critical performance feature during the winter months as well as a statement of personal style. Nike’s objective was to promote nighttime running and encourage runners to make the most of it.
On the longest night of the year (the winter solstice) the sun is at the lowest point in the sky in the northern hemisphere. We give nighttime runners a rally cry...be proud, be memorable and “Run from the Sun”
Using this campaign platform, and led tonally by the underlying mantra of ‘Irreverence Justified’, we embrace peoples love of the night, empower runners from sunset-to-sunrise, engage crowd dynamics and achieve an astounding, buzz-worthy total distance of 92 million miles. (Average distance from the Sun and the Earth is about 92,935,700 miles...or one astronomical unit)
Leading up to the winter solstice, runners are challenged to form up and log as many miles from the moment the sun sets to the moment it rises. These miles are logged using Nike fuel band, Nike running app, or entered into a microsite that counts how far the world has run. This feat culminates on the longest night of the year. We sponsor events across the country from sunset-to-sunrise and one epic event to show the world that we have indeed embraced the night and run from the sun.
- Project Roles
- Conceptual, Copywriting, Digital, Experiential, Integrated, Interactive, Outdoor, Print, Strategy, Technology
- Advertising, App Design, Magazines, Microsites, Mobile Apps, Photography, UI Design, UX Designs
- Project Industries
- Advertising, Fashion, Lifestyle, Sports