Tasked with creating a global creative direction for all events and activations around Nike Running, we built everything on top of our long-term concept to “Choose The Harder Road”. We teamed up with an external partner for visual renders and I managed a couple writers who assisted with narrative work. After the direction rolled out around the globe, it received a number of accolades including a Clio Award for it’s application in Mexico City. We even got in a little trouble in Boston for a message that went viral and started a global debate around what it means to be a competitive runner.

The work became a basis for all Nike Running events and activations for ensuing years and established copy and voice as central to the Nike Running brand’s marketing strategy. For reference, see sample slides from the main Visual Center at the bottom.