Nike Enlists Athletes to Jog New York City - Event Marketer

Nike Enlists Athletes to Jog New York City

DB_Gold_Nike_2010 Ex
Brand: NIKE
Agency: MKTG
Year: 2009

Nike hit jogging paths all over New York City from August to October 2009 in order to expand its already popular Human Race in New York to include more female runners and boost membership in its Nike+ community. The brand enlisted 250 athletes for a run across the Brooklyn Bridge at sunset and invaded New York City’s most popular running routes with Nike+ running technology housed in three stationary kiosks placed along the routes, and two mobile kiosks that hit retail and other locations in the weeks before the race.

The brand also stationed brand ambassadors along popular running routes in New York City to invite runners to participate in the Nike+ Human Race 10K and registered runners for a Passport program in which participants who scanned a card at five different pods throughout the city on race day would be entered to win $10,000. In addition, Nike produced a dozen events in retail partner spaces.

Online, the brand maintained consumer connections through social media and blog entries. All the activities culminated in the 10K race and after-party in Brooklyn’s Prospect Park that featured a Nike+ Human Race 10K tent village, including a Nike+ technology experience with gait analysis treadmills and shoe trials. By the end of race day, the kiosks had attracted about 3,000 users, there were 876 registered Nike+ Human Race Passport holders and 5,550 runners participated in the race.

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