Nike Trail

To sustain all the energy we got through Olympic Games and Running Statement, on November 13th, we continued inspiring runners to get out of their comfort zone through other dimensions of Peg, with Peg Trail 5.
The goal was to showcase the diverse Nike Trail franchises while educating consumers on product innovation across footwear and apparel. This was achieved through an impactful campaign execution and a unique Nike Trail Camp experience that inspired and engaged.

Campaign highlights

+85% ST Peg Trail 5

+ 300 consumers got out from their comfort zones in our Trail Running Sessions.

+11.3M views

+50k content interactions

MEDIA

We focused media investment on performance and complemented with upper funnel in our digital ecosystem and tactical OOH executions in key placements of the city.

NDIS

We led the execution with Peg Trail 5 in an A/E/C level on 11 doors with impactful executions in our 2 Must win doors and 9 scaled, aiming to ignite the spirit of Nike Trail in order to inspire and educate our consumers with the most relevant features of the shoe, achieving good results with a total ST of +80%.

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NDDC

We elevated Peg Trail 5 on both the Homepage and the Running Landing Page.
The Homepage banner achieved a 2.59% CTR with a total of 4,886 clicks, while the Running Landing Page banner generated a 4.68% CTR and 1,294 clicks.
Business results were really good, overall FTW and APP we achieved an average of 58% of ST.

DEXTER

We extended the campaign through more than 14 Dexter doors through Buenos Aires and Strategic Locations across Argentina to elevate our product, and also partnered with them to invite their community to an exclusive Trail event in Castelli where consumers had the opportunity to experience Peg trail 5.

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NIKE EXPERIENCE

To take advantage of the trail racing season and connect with existing running trail communities, we developed a series of Running Sessions where we gave our consumers the opportunity to try the Peg trail 5 and enjoy special trainings through different trail circuits in Buenos Aires.

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1. DESAFÍO A LA ALTURA

At the end of this Campaign Journey, to deliver a powerful experience and inspire our consumers, we invited 20 people between athletes, coaches, key voices and consumers to “Desafío a la altura”, a unique 3-day running experience in Bariloche designed to shatter mental barriers and get out of their comfort zones. This Nike-only event demonstrated how embracing discomfort fueled true growth, empowering runners to win beyond their comfort zones.

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2. ESPN

To document this Journey we partnered with ESPN by creating curated content and leveraging their extensive ecosystem to showcase and amplify our Bariloche experience. This plan encompassed a full range of ESPN's media platforms, including:

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Social:

Digital: ESPN.com and ESPN Run

Broadcast: Strategic ad placements on Disney+ and ESPN

ATHLETES & VOICES

We invited elite athletes, trail runners, journalists and influencers to step outside their comfort zones by sharing a trail experience together, their thoughts, sensations and learnings to turn this trip into a one in a kind.
People from different worlds and expertise joined “Desafio a la Altura” and showed through their experiences what it feels like living this challenge.
Our voices showed their journeys through different contents: product unboxing (Nike Trail footwear), “Get Ready with me” contents, trip journal and recap of the whole experience.

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SEEDING

RESULTS

+10

Contents per person

11,3M

Total Views