Runners from all over the world traveled to New York City race weekend to test themselves and their potential through the five boroughs. Since Nike is not a major sponsor during the marathon, they set their sights on owning the whole weekend and beyond. From epic live experiences, exceptionally mapped retail excellence, and the powerful line-up of Moonshotters that toed the line that Sunday – that moment, that weekend and all the noise around it will be remembered with a swoosh. As the only weekend of the year that New York City turns into a marathon and not a sprint, we invited runners* to jump in on the pace and join us where they could over the course of the weekend.
Thursday, October 31st
For one final meetup, we brought the Moonshot family (350-selected NYC-based runners, from those training for their first ever marathon to those looking to break 2:30), together to celebrate the nearing end of their 16-week journey with us in route to the NYCM. The evening featured special recognitions, surprise giveaways and THE original moonshotter – Eliud Kipchoge.
MKTG executed the 16-week Moonshot program for the third year that included hosting a running camp in upstate New York, staffing pacers, event staff, water stops to the finale of a full elevated Q&A session.
Saturday, November 2nd
In partnership with key NYC-based run crews, Brooklyn Track Club and Orchard Street Runners, Nike hosted the largest shakeout run in the city (750+ runners) that inspired and motivated all NYCM runners to chase their moonshot the next day. This event featured good food, good vibes and our very fast and special (birthday) guest – Eliud Kipchoge.
MKTG creatively concepted the space and fully-executed the event onsite (staff, check-in, bag check, A/V, etc.)
Sunday, November 3rd
The city was invited to join in at Mile 21 to claim their confetti cannons and cheer on those taking on 26.2. In partnership with WRU Crew, Nike lit up the street and drowned out any competing noise with music, vibes and plenty of cowbell. MKTG produced and executed the Mile-21 cheer zone, from custom confetti, a graffiti artist to the delicious pizza.
Monday, November 4th
Inviting the reluctant runner to join us on the go while building off the momentum of race day, Nike inspired and motived those who both ran and watched the race (650 athletes) to walk their way towards them so that they could help them run towards their own goals. The evening featured exciting and immersive experiences bringing to life our digital ‘I’m Not a Runner’ stories, a short two-mile run, a surprise panel of champions, plenty of music and exclusive giveaways – all geared towards introducing new runners into the Nike x NYC running family.
MKTG brought the experience to life through the staffing and creative concepting. We worked closely with a build partner & digital company to design the space and bring it to life.
Tuesday, November 5th – Wednesday, November 6th
The space was extended to reach more reluctant runners in NYC. Prior to opening the public, Nike hosted invite-only runs in the morning. 111-runners joined us at 7am both days. While the space saw over 1,100 inspired athletes!