Runners Helping Runners Campaign
Runners Helping Runners is a mindset, a community and an invitation. It’s about getting back to the joy and optimism of running, and sharing our diverse experiences to help each other get better. For this project my team was able to partner closely with Nike’s marketing team to develop the upstream channel strategy, photoshoot, and marketing material for this campaign.
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 focused on highlighting the shoes designated for each type of runner, as well as showcasing the personalities of our Authenticators, to create relatable and organic feeling content. We captured images of our Authenticators Shuey and Earl, who represented Casual Runners in a variety of ways, including burst photography that we transformed into Reels, and portraits captured in mobile studios 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 emphasized capturing a range of demographics, including various body types, a wide age range, and runners from different backgrounds.
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. Our challenge was to help runners understand which might be best suited to them.