Nike has launched an outdoor campaign to promote its Run London event, which is set to be the capital’s largest ever running event to date.

In terms of numbers, the 45,000-plus participants of Run London means that it could possible exceed the scale of the London Marathon.

The advertising campaign has been created by Wieden & Kennedy London and uses the slogan “I will run a year”, which is intended to communicate that Londoners are more likely to do something if they not only set themselves a goal, but make a pledge.

Outdoor advertising is appearing at a number of sites across the capital, including poster sites, bus sides and Tube ticket barriers. Different executions will carry copy such as “I will challenge any Tom, Dick or Paula”, “I will take the stairs at Covent Garden” and “I will test positive for Rigatoni”.

A digital campaign and CRM programme has also been created by AKQA. The Nike-dedicated runlondon.com website for the event enables more than 45,000 Londoners to register for the run and create their own pledge using the site’s “Pledge Maker”.

The facility enables people to upload a photo of themselves and send an animated version to their friends. Nike will then broadcast the pledges in the window of NikeTown on Oxford Street.

The site also provides users with information on Nike Training Runs, training advice, and how to find the best running shoe. Nike has also tied up with Google Maps so it can direct users to their nearest Nike retailer.

In addition to the weekly training runs in nine locations around the capital, Nike has organised a series of timed 5km runs to help people maintain a running regime over 12 months.

Media planning and buying was handled by MindShare.

Run London Site
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