Nike - Run Clans

Nike wanted to launch a three month campaign to create expectation before its biggest race in the country 'We Run Mexico'. We wanted to go further and start a running hub that would continue after the event so we thought; what can motivate the city to run more?

In Mexico City pride stands on the neighborhood you live in. We used that insight to trigger a running battle and created running crews defending the pride of each 'barrio': Run Clans.

More than 650.000km were pledged and the tickets for the actual race were sold in 15 minutes once the tickets released. The social media hub is still active where new runners join the running clan of each barrio.