At the time of this idea, no channel existed for a female running audience. So we created She Runs, a platform uniting them into one community. We asked these women what obstacles they faced. Some told us they were afraid to run at night, alone. We helped passionate runners start campaigns encouraging women to join them for localised night runs. These runners became our media channel. As the community grew, we launched She Runs The Night, a race challenging women to defy the night together.
By race night we’d built a community from zero to 54,762 female runners. 44% of runners bought Nike shoes with registration. 98% of the digital community positively engaged with Nike. 90% of runners intend to run the race next year.
CANNES LIONS 2013 BRONZE LION - BEST USE OF INTEGRATED MEDIA