Nike Running Division NYC Marathon Training
– Lead Creative Strategist

As the lead creative strategist for Nike’s NYC Marathon Training Program, I spearheaded the content strategy for this 16-week initiative, designed to help runners across New York's boroughs prepare for the big race. The focus was to foster commitment and community throughout the city by offering weekly Long Run sessions in locations like Brooklyn, Downtown Manhattan, and Uptown, all leading up to the marathon in November.

The challenge we faced was that we had to launch the program by Global Running Day, which left us with no time to produce new video content. To overcome this, I leveraged existing creative assets to build out a cohesive strategy that would be featured across multiple channels. This included Instagram, email marketing, and social media platforms of our partners. The content I curated included training plans, educational resources, expert coaching tips, and motivational material, ensuring runners felt supported throughout their journey.

Other teams within the agency designed and produced the creative visual content, bringing the campaign to life during live running events held across the city. These events encouraged runners to show up consistently and feel connected to the NYC running community, despite the eventual rainout on race day. Even though the weather posed a challenge, the memories made during training runs were a testament to the program’s success in uniting runners through shared experiences and commitment to the marathon goal.

This campaign helped build a sense of community and perseverance, key to marathon preparation, and emphasized how even unpredictable outcomes like the weather can't dampen the spirit of New York’s running culture.