As 50,000 athletes prepared for the world’s greatest road race, Nike enabled and inspired #breakthrough achievements for both runners and athletes alike throughout the city.
Shalane Flanagan, Kevin Hart and many others, hit the pavement to break through barriers while Nike delivered access to the fastest and most innovative products, inspiration from local athlete storytelling, motivation from expert coaching, personal service through digital and physical experiences, and on course energy through disruptive OOH and engagement.
5 months ago, we launched a marathon training program that engaged consumers, sub elites and influencers to take on 26.2 like never before. Inspired by Breaking2, participants received expert coaching, access to innovative product, nutrition, recovery services and much more. These member "perks" aimed to give the most well-rounded marathon training offering to those that could break major ground.
5 months ago, we launched a marathon training program that engaged consumers, sub elites and influencers to take on 26.2 like never before. Inspired by Breaking2, participants received expert coaching, access to innovative product, nutrition, recovery services and much more. These member "perks" aimed to give the most well-rounded marathon training offering to those that could break major ground.
Influencer + Sub Elite Athletes received all perks complimentary. Consumers purchased their program at $262.
Marathon Training Sessions
32 Training Sessions with NRC coaches
Recovery and physical therapy
1 massage per month
1 (60 min) Alter G session per month
1 (60 min) Normatec Session per month
1 (15 min) Cryotherapy session per month
Sweat Analysis
Nutrition
Kettlebell kitchen
50% off first order
26.2% off all future orders
Strength + mobility Training
Fhitting Room + Brick New York
+ sky ting yoga
26.2% off all classes
We had 125 total athletes join us in the program
(5 influencers, 20 sub elites, and 100 consumers).
Results
74% of the athletes recorded a personal best
4 athletes broke the top 100 in the marathon
1 Broke the top 5
Allie Kieffer, a sub elite and former collegiate athlete, joined our program and finished in 5th place. When asked during a national press conference post-race, she credited Nike for her achievement.
"Kiefer however was accepted in the Nike Project Moonshot, an offshoot of the Breaking2 Project, where local athletes were given extra resources to help them prepare for New York. "It was like a semi sponsorship. So, they helped me a lot in the buildup and really made it possible for me to see a massage therapist, do strength training, and I felt kind of sponsored. So that was really nice. And I think, when I was out there, I was just — I mean, leading up to the race, they allowed me to put in so much more training than I would have been able to on my own because I did a lot more workouts than I would have and I recovered a lot better than I could if I don’t see those people," she said at the post-race press conference."
ALLIE KIEFFER, A SUB ELITE AND FORMER COLLEGIATE ATHLETE, JOINED OUR PROGRAM AND FINISHED IN 5TH PLACE. WHEN ASKED DURING A NATIONAL PRESS CONFERENCE POST-RACE, SHE CREDITED NIKE FOR HER ACHIEVEMENT."KIEFER HOWEVER WAS ACCEPTED IN THE NIKE PROJECT MOONSHOT, AN OFFSHOOT OF THE BREAKING2 PROJECT, WHERE LOCAL ATHLETES WERE GIVEN EXTRA RESOURCES TO HELP THEM PREPARE FOR NEW YORK.
"IT WAS LIKE A SEMI SPONSORSHIP. SO, THEY HELPED ME A LOT IN THE BUILDUP AND REALLY MADE IT POSSIBLE FOR ME TO SEE A MASSAGE THERAPIST, DO STRENGTH TRAINING, AND I FELT KIND OF SPONSORED. SO THAT WAS REALLY NICE. AND I THINK, WHEN I WAS OUT THERE, I WAS JUST — I MEAN, LEADING UP TO THE RACE, THEY ALLOWED ME TO PUT IN SO MUCH MORE TRAINING THAN I WOULD HAVE BEEN ABLE TO ON MY OWN BECAUSE I DID A LOT MORE WORKOUTS THAN I WOULD HAVE AND I RECOVERED A LOT BETTER THAN I COULD IF I DON’T SEE THOSE PEOPLE," SHE SAID AT THE POST-RACE PRESS CONFERENCE."
4M Total impressions
50+ athlete stories
150+ locations
6 large format
145+ wild postings
4M Total impressions
50+ athlete stories
150+ locations
6 large format
145+ wild postings
Local athlete stories took over the city page, social channels and app platforms through short films and editorials to inspire the city to #BREAKTHROUGH.
allie kieffer
sub elite runner
10.7k views
angel and dren
dj producers
11.5k views
hector espinal
WE RUN UPTOWN FOUNDER
37.1k views
(New record)
jerry francois
Gold Finger Track Club Founder
13.4k views
mari de monte
barber, entrepreneur
10.2k views
Results
total impressions
1.5M
total engagement
10.5k
Throughout the weekend, consumers shared their #breakthrough moments on social media through our digital generator and received access to coaching, experiences and product ot help them achieve their best.
3.1M #Breakthrough impressions
Throughout the weekend, consumers shared their #breakthrough moments on social media through our digital generator and received access to coaching, experiences and product ot help them achieve their best.
3.1M #breakthrough Impressions
To launch the VaporFly Elite, New York City NRC members were awarded first access, through their app, to the exclusive footwear to gear up for race day. Upon reserving, members were delivered special packaging, 1:1 service and access to a Q+A with Eliud Kipchoge.
165+ in attendance
96% sell through of vaporfly elite
$65k total sales
18k members received offer via push notification
72 members reserved their spot within 24 hours
To launch the VaporFly Elite, New York City NRC members were awarded first access, through their app, to the exclusive footwear to gear up for race day. Upon reserving, members were delivered special packaging, 1:1 service and access to a Q+A with Eliud Kipchoge.
165+ in attendance
96% sell through of vaporfly elite
$65k total sales
Runners joined Eliud Kipchoge and NRC Coaches at Jack Rabbit for a Q+A and 3-mile run in Central Park to prepare for race day.
250 runners
(new attendance record for Jack Rabbit)
8k in sales
3 mile run with eluid kipchoge
lead by:
Joe DiNoto, founder of the Orchard Street Runners, partnered with Brooklyn Track Club to lead a #Breakthrough Shake out run in the heart of running crew culture, the lower east side.
400 in attendance
Including Black Roses, Bridge Runners, We Run Uptown, and More
lead by:
Joe DiNoto, founder of the Orchard Street Runners, partnered with Brooklyn Track Club to lead a #Breakthrough Shake out run in the heart of running crew culture, the lower east side.
400 in attendance
Including Black Roses, Bridge Runners, We Run Uptown, and More
"Running towards my dream and goals. I’m a man on a mission damn it." – Kevin Hart
Audacious. Crazy. Impossible. Hard...Really Hard. #BREAKTHROUGH Moments don’t come easy. On July 29th, Kevin Hart announced his #breakthrough of running the New York City Marathon. Determined to "inspire and motivate people to realize we all can do whatever we put our mind to." As Kevin took on his 16-week journey, Nike was there to support Kevin with product, coaching, mentorship and everything in-between. Check out Kevin’s journey to the finish line below.
"Running towards my dream and goals. I’m a man on a mission damn it." – Kevin Hart
Audacious. Crazy. Impossible. Hard...Really Hard. #BREAKTHROUGH Moments don’t come easy. On July 29th, Kevin Hart announced his #breakthrough of running the New York City Marathon. Determined to "inspire and motivate people to realize we all can do whatever we put our mind to." As Kevin took on his 16-week journey, Nike was there to support Kevin with product, coaching, mentorship and everything in-between. Check out Kevin’s journey to the finish line below.
Marathon winners Shalane Flanagan and Geoffrey Kamworor joined marathon finisher at Jack Rabbit Sports for a celebration including a Q+A, autograph session and medal engraving for Nike+ members.
MARATHON WINNERS SHALANE FLANAGAN AND GEOFFREY KAMWOROR JOINED MARATHON FINISHER AT JACK RABBIT SPORTS FOR A CELEBRATION INCLUDING A Q+A, AUTOGRAPH SESSION AND MEDAL ENGRAVING FOR NIKE+ MEMBERS.
Key accounts throughout the marketplace provided elevated in–store experiences with interactive services and a premium visual presentation of Zoom Family products.
Throughout the weekend the Niketown New York’s Runner Hub was visited by Elite runners and NYCM participants making NIKETOWN a stop on their marathon journey.
Consumers were encouraged to define and declare their break through with a custom break through photo experience and timestamp wall and a special tote bag including a nutrition pack provided by Nike+ was rewarded as a gift with purchase of Zoom FW and any SMU product.
11.2 - 11.6
sales result
niketown new york
$794,631
SOHO
$414,787
Flatiron
$284,216
upper east side
$65,424
NikeLab
$108,378
dover street market
$31,680
nike.com
$285,679
Jack Rabbit
$25,401
total
2.01 million
VaporFly Elite
96
units sold
(at Nike Flatiron)
VaporFly 4%
265
units sold
(at Nike Flatiron)
Nike Lab Zoom Fly SP
276
units sold
(at Nike Direct)
Digital metrics
ohh
4M
impressions
@nikeNYC Campaign
4.6M
impressions
400K
IMPRESSIONs
@Nike Campaign
34M
impressions
@NikeRunning
5.3M
impressions
total
48.4M
impressions
Learnings and Implications
The Project Moonshot NYC Marathon Training program was a game changer. Rather than focusing on scale, obsessing the details of a holistic program for 120-150 people saw tremendous gains for athletes and our ability to #breakthrough with achievement stories. In addition, consumer paid for the service. The program unlocked our potential to offer more and connect with consumers that are avid buyers.
The Zoom Family of Products and SMU apparel was in high demand. Low inventory levels and shipping issues prevented the marketplace to truly push the limits of converting at retail. We should continue to obsess product assortment, allotment, and consumer unlocks for key running moments in the future. Runners want and need the product early to gain confidence before wearing on race day.
Lead with local athletes from the community. Our digital and physical OOH campaign highlighted members of the NYC running community. Our stories were diverse between gender, race, ability and ambition. This sparked record high engagement and conversation through all channels and made our brand highly visible.
Consumers want access but we need to train them on where to look to get it. A push notification or inbox push is up and gone in a second. We need to do more to ensure our message is out and understood by the masses when unlocking coveted product.
Prepare for the Podium. In hindsight, we should have done more to celebrate the achievement of athletes after the race digitally. Shalane Flanagan, Geoffrey Kamworor, Allie Kieffer, and many others shocked the world with their finish. In the future, we should prepare for the underdog and capitalize on it.
east running