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WORLD RECORD BIGGEST MARATHON WITH 56,640 FINISHERS.
17 NIKE ELITE ATHLETES.
500+ RUNNERS FROM NIKE RUNNING CREWS AND COMMUNITY PARTNERS.
OBJECTIVES
TO CHALLENGE AND CELEBRATE THE RUNNERS WHO TOE THE START LINE.
TO INSPIRE GEN Z TO TAKE ON THEIR NEXT RUN.
INSPIRATION
OOH Media
60M
Comms
7.5M
Impressions
Paid Social
22M
Social Listening report to follow later in June
INNOVATION
Shoe Count
#1
21% Nike FTW
RunTown Demand
$239K
35% Vomero SOB
INVITATION
Runners Served in RunTown
40K
Outrunners Academy Graduated
150
INSPIRATION
We crafted the plan by being athlete obsessed, which means listening to our consumers and our elite athletes to making their dreams real. Serving them at every step of their journey.
Our starting point: "If you don’t hate the challenge a little, your dream isn’t big enough." Founded in our belief that running is the ultimate love/hate relationship and making your biggest dreams reality isn’t always fun. We made our Running Brand Voice local, it was real, it was cheeky, it was distinctly Nike.
Marathon OOH Impacts
60M
Marathon Paid Social
22M
+84% vs planned
Vomero OOH Impacts
6M
IMPACT OOH
UNDERGROUND DOMINATION
Reach
24%
At 22 Frequency
Total Impressions
60M
Green Park Drove
26.5M
We targeted the global running audience in their path for the week before the marathon, talking to spectators & runners themselves on race day in key locations as well as the week post-race.
We didn’t stop there, we booked every D6 along Oxford St (both sides of the street) from TCR - Selfridges. Meaning we were knocking on our competitors' front doors.
I’VE NEVER FELT MORE SEEN BY AN AD THAN I DID THIS MORNING. SIIIIICK
- CONSUMER
“NIKE HAVE TAKEN OVER THE KING’S CROSS TUNNEL FOR MARATHON WEEK AND IT LOOKED SICK”
- DANIEL TEMM PURESPORT CEO
NIKE’S CAMPAIGN CONNECTS, DEEPLY UNDERSTANDS THE AUDIENCE’S CHALLENGES AND EMOTIONS, AND THEN REFLECTS THAT IN THEIR MESSAGING.”
- BRAND CONTENT CREATOR
ON ROUTE TAKEOVER
Sport obsessed is making sure we show up and become the most authentic running brand and translate our brand voice into ways that resonate runners in their path.
AND WE DID.
Placements Along Route
7
Share of Voice
TBD
Social Listening Report to come later in June
Spend
$1M
ATHLETE DREAMS
CELEBRATE ATHLETES AT THE PULSE OF SPORT
ELITE.
CONSUMER.
ELITE
COMMUNITY PARTNERS
OUTRUNNERS
LDN SELECT
RUNNPAC
YOUWASNTDER
OUTRUNNERS ACADEMY
The Outrunners aren’t just a running crew—they’re a movement. Based in East London, they’re on a mission to change lives through the power of running—building confidence, community, and opportunity for young people along the way.
Since 2022, we’ve been proud to run alongside them, fuelling The Outrunners Marathon Academy.
This year, we stepped it up. Together, we supported 150 Black and Asian women on their journey to the start line—and across the finish. A five-month training program running their first marathon or half marathon.
INNOVATION
4.17 - 4.28
RUNTOWN
Runtown, a space that treated runners seriously, harnessed the energy of the City, powered by Vomero 18.
HOME OF VOMERO AND RACE HUB
Runners Serviced
40K
Vomero Trial to
Sale Conversion
80%
Cheer Poster
3K
+200% abv. expectation
MY DEEPEST THANKS TO @NIKELONDON FOR THEIR INCREDIBLE MARATHON POP UP – A SPACE THAT, FOR A FEW MAGICAL DAYS, FELT LIKE HOME
– NIKE MEMBER AND LONDON MARATHON FINISHER
OVERVIEW
@NIKELONDON TEASE
MEDIA LAUNCH
Reach
753K
Comms Partners
10
Impressions
7.5M
Total Reach
2.3M
Total Sales
35K
$230k
34%
Views
679K
Engagement Rate
.82%
STATS & KPI
Footfall
Vomero 18 SOB
Recovery Zones
Runners through Hyperice & Physio
1.5K
Run Crews Takeovers
Attendees
330
Running Confessions
Running Confessions included: Visulisation from Maya (Nike Trainer), Intisar interviewed Patrick Sang (Kipchoge’s Run Coach) & Medal Monday Athlete Panel.
Attendees
320
I CAME WITH HUGE DOUBTS ABOUT MY RACE ON THE WEEKEND AND LEFT FEELING SO INSPIRED AND DETERMINED TO TACKLE IT HEAD ON.
- NIKE MEMBER (RUNNING CONFESSIONS)
4.17
MEDIA MORNING
9 media platforms (including the likes of Hypebae, Runner Alerts, and GQ) and 3 marketplace partners were invited to the media morning preview. Each editor was given a guided tour of RunTown by our EKIN’s and store athletes, showcasing how Nike holistically serves runners in London through product innovation, services, and experiences. The RunTown opening news ran across 10 different media platforms, with an additional 60 pieces of storytelling placement secured across a range of social media channels.
Approximately 7.5m impressions were secured across content creators and media partners.
Pieces of Storytelling
60
Impressions
7.5M
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4.19
NIKE BY NSLB
For London, By London. It doesn’t get more authentic than this. A marathon collection designed by designed by Amy Leung taking inspiration from their roots in London and translating this in a curated Nike By You capsule collection. With a growing passion for running, NSLB set out on a mission, to inspire their community through their journey to complete all six major marathons. Having already ticked Tokyo off the list, their sights are now set on London, their hometown. A city they know like the back of their hands will become the backdrop as they aim to smash their targets across 26.2 miles. This one’s deeper.
Sell Through
82%
Launch day Revenue
$17K
INVITATION
4.22 - 4.25
THE VAN
We had the Big Van on Tuesday 22nd April at LDN Slct track session night with between 60-80 runners. Trialing was focused around the Fast Pack and Vomero 18. Of course, the most popular shoe was the AF3, closely followed by the new and very exciting VF4. Streakfly 2 had many of the runners talking about how it felt like a track spike and couldn't believe how light it was. Feedback was very positive and people thought that there was a great improvement made from VF3 and Streakfly 1, specifically in terms of weight.
We also had some trialing on the Vomero 18 and those that tried it on loved it!
For our London runners, this is the biggest link-up of the year. We embedded into the existing Run Town brand space, transforming it into the ultimate pre-run prep destination. The 4.5km shakeout run took runners from city streets to park and back again — a perfect blend of the two worlds that define a true London run. It brought to life the sentiment: “Running in London is awful. I love it.” The presence of five Nike elite athletes, including Paula Radcliffe, elevated the energy and turned it into a true Super Shakeout Saturday.
Participants were split across two waves including – The Outrunners, LDN SLCT, ALL41, Ultra Black Running, Youwasntder and other global crews and communities.
ATHLETES: LAURA WEIGHTMAN, ZAK MOHAMED, PAULA RADCLIFFE, CALLI HAUGER-THACKERY, MARC SMITH.
Runners
183
SHAKEOUT
4.26
4.28
MEDAL MONDAY
The day after race, RunTown concluded its two-week residency with a full day of events and services tailored for runners recovering from the Marathon. We didn’t stop there and invited 8 Nike Elite Athlete’s to celebrate with us.
We added to the buzz in the city and captured them on the Iconic Oxford Circus crosswalk & the entire store cheered them back in as they had a VIP experience. Incl. Curating personalised footwear, Hyperice recovery zone, engraved Vision with the longitude and latitude of the finish line, Fast pack FTW, London Gel Pack item & our exclusive London Jacket which you can see featured on Kiplimo + Haven.
WE HOSTED A PANEL TALK WHERE PAULA RADCLIFFE INTERVIEWED KIPCHOGE, KIPLIMO + HAVEN IN FRONT OF A SEA OF MARATHON MEDALS.
Then we took them back into store for a VIP experience where they curated personalised Footwear, used the hyperice space & relaxed. We then interviewed Paula Radcliffe on the highs and lows of running, competitive mindset + whats next, along with Kipchoge and Kiplimo completing interviews with Media + Partners.
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PARTNER CONTENT
The store had a high energy all day, cheering any consumer with a medal around their neck and our own Adam Smart + Jack Filmer being on site after running the marathon themselves.
SOCIAL STATS
Total Content Pieces
13
Total Views
1.33M
Avg. ER%
6.8%
Total Likes
29K
4.17 RUNTOWN
TEASE
@nikelondon
Total Views
683K
Avg. ER%
0.96%
Total Likes
5.6K
4.26 RUNTOWN PAID
@nikelondon
Total Views
460k
Avg. ER%
4.65%
Total Likes
13.1K
4.25 VOMERO
STUNT
@nikerunning
Total Views
1.3M
Avg. ER%
3.09%
Total Likes
35K
4.26 PREACTIVE
@nikerunning
@nikelondon
Total Views
447K
Avg. ER%
3.52%
Total Likes
12.7K
4.26 SHAKEOUT
RUN
@nikelondon
Total Views
107K
Avg. ER%
6.12%
Total Likes
6.1K
4.27 MARATHON MORNING
@nikelondon
Total Views
45K
Avg. ER%
4.2%
Total Likes
1.6K
4.27 LDN SLCT MARATHON STILLS
@nikelondon
Total Views
38K
Avg. ER%
4.4%
Total Likes
1.5K
WRAP
LEARNINGS & OPPORTUNITIES
INNOVATION LAUNCHES
WE NEED TO CUT THROUGH WITH HYPER LOCAL INNOVATION AND ALIGN OUR LAUNCH CALENDAR TO RACE MOMENTS. COMPETITORS ARE MORE NIMBLE AND SERVING RUNNERS FASTER AND WITH MORE AND BETTER PRODUCT DURING MEANINGFUL MOMENTS. NIKE BY YOU X NSLB WAS A GREAT PROOF POINT OF THE DEMAND FOR LIMITED CAPSULE DROPS. THROUGH CLOSE COLLABORATION WITH GEO AND GLOBAL WE WILL BE ABLE TO DELIVER DISTINCT APPAREL AND FOOTWEAR INNOVATION DURING KEY MOMENTS.
MAXIMISING OUR REACH
ON BOTH OWNED CHANNELS, EARNED, COMMS AND PARTNER CHANNELS WE COULD HAVE GAINED MORE REACH THROUGH WIDER SELECTION OF CONTENT AND STORIES TOLD PRE, DURING AND POST MARATHON. THROUGH EVEN EARLIER PLANNING (I.E. 5 MONTHS OUT) WE WOULD HAVE BEEN ABLE TO SECURE MORE PAID MEDIA OOH PLACEMENTS, CREATORS, PARTNER MARKETPL AND COMMS TITLES TO COLLABORATE WITH US. ALSO WITH THE RIGHT INNOVATION WE WILL BE ABLE TO EXTEND THE NARRATIVE IN A MEANINGFUL WAY.
WOMEN’S PARTICIPATION
LONDON MARATHON 2025 WOMEN’S PARTICIPATION INCREASED FROM 42 TO 44%. THERE IS OPPORTUNITY FOR US TO SERVE MORE WOMEN WITH OUR BEST PRODUCT AND REFLECT THIS IN OUR SOB, WHILE ALSO OFFERING MORE SUPPORT IN THEIR TRAINING JOURNEYS SO THEY ARE EQUIPPED TO REACH THE FINISH LINE AND UNLEASH THEIR FULL POTENTIAL. WITH THE AFTER DARK TOUR COMING TO LONDON WE HOPE TO INSPIRE A NEXT GENERATION OF WOMEN TO RACE.
WINS
ONE TEAM
THROUGH STRONGER THAN EVER CITY, GEO AND GLOBAL COLLABORATION WE WERE ABLE TO BRING THE MARATHON FROM LONDON TO TO WORLD, AND THE OTHER WAY AROUND - BRING NIKE RUNNING AT IT’S BEST TO LONDON MARATHON. THANK YOU TO ALL FOR THE COUNTLESS MEETINGS, CALLS, SLACKS ACROSS THE BOARD. SPECIAL SHOUTOUT TO SPORTS MARKETING FOR THEIR SUPPORT ON BRINGING AND GIVING ACCESS TO ALL OUR PARTICIPATING ATHLETES WHO HAD CLEAR ROLES + PURPOSE AT EVENTS WAS KEY TO THE SUCCESS OF EACH EVENT. WHEN WE LEAD WITH ATHLETES, WE DISTINGUISH OURSELVES LIKE NO OTHER.
RUNTOWN
HAVING A GROUNDBREAKING NIKE BEACON IN THE CENTRE OF LONDON WHILE NIKETOWN WAS CLOSED WAS A GAME CHANGER AND THE HEART BEAT OF THE PLAN. AND WITHIN THE STORE EVERYTHING WAS INTENTIONAL. THE PROGRAMMING SCHEDULE, PARTNERS, PRODUCT, DESIGN, INNOVATION STORYTELLING, EVERYTHING WAS CONSIDERED, TO BENEFIT THE CONSUMERS/RUNNER’S EXPERIENCE. AUTHENTICALLY CONNECTING PERFORMANCE + CULTURE, NEW GEN AND OG ATHLETES, CONSUMERS AND RUNNERS.
LONDON RUNNING BRAND VOICE
WHEN IT COMES TO OUR REACH AND CITY MEDIA TAKEOVER APPROACH, WE SHOWED UP WITH A LOCALISED RUNNING BRAND VOICE ON THE GROUND DURING THE BIGGEST RUNNING MOMENT IN WORLD WITH DISRUPTION THAT LEFT THE COMPETITION BEHIND US. WE HEARD: “NIKE IS BACK. SHOWING UP WHERE IT COUNTS, ACKNOWLEDGING HOW HARD WINNING IS AND ACCEPTING THAT IT’S NOT FOR EVERYONE.”
THANK YOU
A NIKE RUNDOWN 2025 | KEEP IT TIGHT
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