Nike Targets Active Females with Charity Run - Event Marketer

Nike Targets Active Females with Charity Run

DB_Silver_Nike_2006 Ex
Brand: NIKE
Agency: ON BOARD EXPERIENTIAL MARKETING
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2006

Targeting female fitness enthusiasts, Nike created the women’s marathon as a fun event for women that would also raise awareness (and funds) for the Leukemia & Lymphoma Society. Nike used email campaigns and direct mail to spread the word pre-race, and about 15,000 runners participated in the San Francisco event. A Nike Expotique in Union Square was the pre-race epicenter for participants—serving as the registration venue and offering massages and tips from fitness experts, and drawing more than 100,000 visits during the two days before the marathon.

During the race itself, more than 200 entertainers, including live bands, cheerleaders, djs and comedians, staked out 30 locations along the race route to keep the crowds happy and cheer on the runners.

The race sold out months in advance, and Niketown San Francisco saw 100 percent sell-through of race-specific merchandise.

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