Run Free Jozi
Nike noticed that the number of recreational runners was on the decline, something they desperately wanted to rectify. So we tasked ourselves with recruiting runners in and around Johannesburg who seldom set foot in the inner city, let alone run it! We challenged these runners to take back their streets—to run where no one dares; to run in the blackness of night.
Take back the streets as one was our mantra. With it, we planned and executed a race in the so-called “crime capital” of the world on a scale never before attempted…at night. Eager runners were able to sign up for Run Jozi on their native platforms and, to ensure wide reach, we adopted a decentralised digital approach across Facebook, Twitter, an event microsite and YouTube — with mailers and SMS used to maximum effect.
The results were staggering and helped Nike restabilise their position as the ultimate urban running companion, willing to push the boundaries that others brands only dream of.