Nike - Chicago Marathon '22

As a member of R/GA's Nike team, our task was to develop a strategic and creative perspective for the Chicago Marathon, Nike's only World Major Marathon. Our task was to align with Nike's objective of engaging wellness-focused runners, leveraging Chicago's distinctive culture for creative inspiration.

In my role, I spearheaded the creation of the strategic POV, drawing upon the essence of Chicago—a city celebrated for its progress and resilience. These attributes resonated deeply with our target demographic of wellness-oriented runners, enabling our creative strategy to foster a stronger connection between them and the city. This was encapsulated in our central theme of "find your flow," which subtly references the natural allure of Chicago's rivers and lake.

Our initiatives were rolled out across Nike’s digital platforms, such as their website and social media, and were prominently featured in on-the-ground activities leading up to and during the marathon. Furthermore, our creative vision was reflected in the merchandise and apparel made available to participants, enhancing their experience of the event.