INTEGRATED MARKETING CAMPAIGN, BRAND ACTIVATION
Nike Run Jozi
Taking back the streets by running together.
Johannesburg (or Jozi as it is known colloquially) is notorious for its high crime rates. and was not a place known for running. This all changed in 2021 on Human Rights Day, one of South Africa's most commemorated holidays, when Nike challenged thousands of runners to take back their streets and run in a place that few dare to drive, let alone run, and this all at night.
Through an award-winning nine-month integrated marketing campaign, Nike engaged with the community using various digital platforms and physical activations. The campaign surpassed its goal of 10,000 registrations, attracting an impressive total of 350,000 spectators. Nike's Facebook fan base grew by 4,792%, and the hashtag #RunJozi trended on Twitter within 40 minutes of its launch, remaining there for over a week. The campaign generated over R10 million in PR value and contributed to the establishment of numerous Nike running clubs.
The campaign's impact extended well beyond the event, establishing a lasting running culture and creating a safer and more tolerant environment for all.
Being a South African, I am honored to have contributed to a project that has left a lasting impact on the city and its community even a decade on. It remains one of the most memorable highlights of my career.
The Cult of Running Free
In the run-up to the main event, Nike Sportswear challenged us to change the perception of running in street culture and encourage the cool kids to actually “take to the streets”. We teamed up with the renowned indie photographer, Liam Lynch, to capture the running lifestyle through the sneakers of four popular, but non-professional, young runners, following them both on and off the track and discovering their version of Jozi along the way.
The work was featured online and in print, and culminated in a gallery show and music event in Braamfontein, one of Johannesburg's hippest neighborhoods.
This campaign established the cult of running in downtown Jozi and gave rise to a social/run club that is still active today.
Client
Nike
Agency
Trigger/Isobar
Capabilities
Experiential Design
UX/UI Design
Production