PHASE 1: ROAD TO 21K
We consistently accompanied our runners under the "Road to 21K program” through Nike Run BUE platform by providing, over 12 weeks, both emotional and functional reasons to commit, supporting physical and mental preparation.
The programming for this journey included:
Inspirational storytelling from our running voices squad blending macro-level reach (Romi Juárez, Diego Leuco, Val Iudica) with the micro-credibility of key running specialists (Coco Fitz, Sol Repetto, Trinidad Baldunciel, Upe de la Vega, and Juan Aristu).
Nike Talks to guide and support runners through rich content on nutrition, breathing, and racing tips.
Product advice and trialing through Vomero 18 as our best shoe to support them on their Journey.
Exclusive Pasta Dinner for our community, coaches, and key voices the night before the race.
PHASE 2: THE RACE
Our Race Day goal was to go beyond mere accompaniment: we sought to emotionally hack the runner's mindset at its most vulnerable point (discomfort) by delivering reinforcing, powerful brand messages.
We strategically secured to deliver these messages in every mile of their 21k Journey and dominated three key points of the course: Law Faculty (KM 3.5), Obelisco (KM 6), and Dorrego Bridge (KM 20.8) to create big impact.
Also, we invited Southbay collaborators to be part of this moment to cheer and encourage every runner in different spots of the race and to feel all the energy around the event.
The icing on the cake was Nike presence on the podium: Flor Borelli broke her own South American record on this circuit, while international star Jacob Kiplimo secured the men's first place, allowing us to dominate both overall categories.
PHASE 3: THE AFTER RACE
The results were beyond expectations, the impact on the consumer was reflected.
The takeover was undeniable, and its impact on the consumer was reflected across every comment, social media post, and press outlet:
22.3M potential reach.
7.4M impressions.
7.4M total views across social media platforms.
381K engagements
17 hours as a Trending Topic.
Following the race, we celebrated the community's goal achievement. The commitment was mutual: our runners delivered a memorable surprise to the Nike Run BUE coaches and staff.
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