Nike Running Club

Task

Give Nike back its identity to cut through the trendiness and get back to why people buy running shoes in the first place: the thrill of the run.

Big idea

More than mesh deep. 

executionS

Digital:

The Current Nike+ Run Club achievements, ranging from casual cruiser to certifiably insane ultra marathoner, will now grant access to exclusive colorways that runners can use to customize their next shoe purchase through NIKEiD. Each design is patterned to feature the corresponding achievement/PR/trophy badge. At each milestone, a message invites runners to open the Nike app and purchase the pattern to use on the shoe of their choice as their reward. Essential data from the run is auto-populated into the NIKEiD system, giving the runner the option to have their completion date and/or time directly embroidered on the heel of the shoe. 

Print:

Non-Traditional:

Deployed at large scale athletic events, this  pop up exhibit will showcase  a selection of battle-tested NIKEiD shoes in a plexiglass terrarium with a 360 degree video playing inside the structure that correlates to the featured shoes. The shoes' final resting place and select quotes from their former owner will be projected on the plexiglass walls during the experience.

Deck:

THE SQUAD

Copywriter - Sean Scott
Art Director - Michelle Gilman