Runners Helping Runners Campaign
Runners Helping Runners is both a mindset and a community—an open invitation to return to the joy and optimism of running while sharing diverse experiences that help everyone improve. For this project, our team partnered closely with Nike’s marketing team to shape the upstream channel strategy, photoshoot, and campaign assets.
The client came to us wanting to capture a range of stories that represent the diversity of their running community.
More specifically, they needed inspirational campaign assets that would provide distinction and clarity amongst the season’s latest running shoes, which they call the Must Win 6. MW6 is an internal term that Nike uses to think about the various running types they support. Our challenge was to help runners understand which might be best suited to them.
The shoot centered on highlighting the footwear designed for each runner type while capturing the distinct personalities of our Authenticators. The result was content that felt relatable, natural, and grounded in real experience. We captured Shuey and Earl—representing Casual Runners—across a range of moments, including burst photography adapted into Reels, as well as portraits shot in mobile studios both outdoors and on location.
We also captured a similar shotlist of Kim and Leland, representing Performance-Focused Repeat Buyers.
For each group of Authenticators, we curated a cross-section of runners that reflected the breadth of the community—across body types, ages, and backgrounds. The client’s goal was to surface a range of stories that felt authentic to the diversity and inclusivity at the heart of their brand.
We applied the Runners Helping Runners brand language to a series of digital ads, translating community and momentum into scalable, digital-first storytelling.