NikeClient

When Nike brought it’s iconic After Dark Tour back to Sydney, ogb was tapped to reintroduce the women-only half marathon to a new generation of runners. The 21.1km race lined Sydney’s skyline with red strobe lights, music and adrenaline, giving thousands of women a chance to reclaim the city at night.  

 We hosted 20 journalists on the day, with eight taking part in a 12-week lead-in journey to the start line. To fuel their storytelling, they received exclusive access to Nike athletes, product trialling and immersive events, designed to build genuine relationships and meaningful storytelling. 

Supported by a strategic press office, bold visual assets and editorial-led media partnerships, the results speak for themselves. Stacking up 44.5M+ combined total reach with 100% positive sentiment across 220 pieces of editorial coverage, as well as 12 interviews conducted with Nike trainers, spokespeople and athletes. This campaign solidified Nike’s spot at the forefront in women’s running. This campaign placed Nike front and centre, as the go-to trusted running partner for women.