NIKE RUNNING
In partnership with Bank of America, Nike sponsored the 2023 Chicago Marathon—on a mission to “paint the town blue” with a powerful blend of out-of-home and experiential tactics.
MY ROLEconcepting • art direction • design / production
The Brief
Celebrate Togetherness
Embrace the hyper-local community, and fuel even greater togetherness among runners and their fans.
Reflect the Spirit of Chicago
Demonstrate how the brand is woven into the fabric of the city — from local icons to grassroots culture.
Be Visually Dominant
Position Nike to truly own the marathon by establishing an unmistakable, citywide presence.
Deliver a PR-able Hook
Winning tactics will garner earned media, including local and national headlines.
CONCEPT
Together for the Run
From large-scale OOH takeovers and immersive on-site environments to cohesive digital and social storytelling, Nike’s visual language was bold, unmissable, and consistent across every touchpoint. The goal was to ensure that wherever consumers engaged with the marathon—on the streets, in-store, or online—Nike was the brand they saw, remembered, and rallied behind.
Out-of-Home
In the weeks leading up to the marathon, Nike’s OOH campaign took over Chicago with a bold, citywide presence. A mix of digital and print executions—both motion and static—flooded the streets with striking typography and high-impact design. Original photography of local run crews grounded the work in authenticity, celebrating Chicago’s running community while making the visuals feel unmistakably connected to the city. The result was an unmissable system of graphics that built anticipation, pride, and energy all the way to race day.
Client
Nike
Year
2023
Cheer Station
Concepts for dynamic structures along the marathon route that deliver music, art, shade, and one-of-a-kind pop-up experiences. Each installation accommodates roughly 100 fans, amplifying the block party atmosphere while extending Nike’s presence across a quarter-mile branded stretch of the route — building hype and guiding fans directly into the setup.
Bonus Concept
The River Runs Blue
The campaign culminates in a breathtaking finale: dyeing the Chicago River blue as a final act of encouragement and unity. On race day, the city gathers for this momentous spectacle, energized by a live DJ set. As the river transforms, a branded boat tows massive cut-out Nike letters along the water—creating an iconic photo moment designed to capture the spirit of the marathon and win the day.
As a lower-lift alternative, we could create this spectacle on social with a series of faux OOH assets, supported by paid media.
