Nike.

How a race unleashed the power of an entire community.

Nike wanted a deeper engagement with Australian female runners. We began by creating Nike SHE RUNS, a social-platform that united these women into one community. We then asked them about the obstacles they faced as runners. They told us they felt restricted in a way male runners weren’t. They were afraid to run alone at night.
Together with the community, we decided to act. With Nike’s support, women banded together to form night run clubs across the country. Passionate runners fronted their own local recruitment campaigns. Women began sharing personal stories via She Runs, which were crafted into a short film featuring real runners. As the community grew, we took it one step further by launching Nike She Runs The Night, a 13km race that challenged women to defy the night, together.
All this in just 3 short months.

Case study.

Social Short film.

Friends & Allies

Friends &

Allies