Nike Starts ‘Virtual Race’ To Keep Athletes Running On Energy During Lockdown
Image via Nike
Nike has teamed up with R/GA London to launch a virtual running program in an effort to keep athletes active.
Despite the year unfolding, many sporting events have continued being canceled, and this might dampen their spirits and progress. To tackle this issue, Nike created the Fearless Virtual Race to instill optimism in these athletes.
The company hopes to keep runners engaged during the lockdown, as well as envisions building a sense of community as the coronavirus pandemic persists.
The company hosted its first virtual race on April 11 through the Nike Running Club App. It was meant to coincide with the Berlin Half, Milan Marathon, and Paris Marathons.
To hype the race, R/GA created videos including Run Club City, which told the stories of local run clubs and their members. The creative agency also designed a digital version of a pre-race pack, including curated playlists, a printable race number, and a bib.
The agency also designed links to pre-existing editorials that educate the public on nutrition, sleep, and recovery.
[via LBB Online, cover image via Nike]
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