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AFTER DARK
TOUR ©2025
LONDON
1K+10K
THIS WAS A RACE.
NOT A RUN.
This was a race. Not a run. To Inspire her Most Competitive Mindset and Reclaim a Winning Edge in Running for Her.
KEY RACE INGREDIENTS
REIMAGINED RACE
1K qualifier followed by 3x 10K races to enable competitiveness at all levels.
ATHLETE
ZONE
Serving her everything she needs to perform at her best.
PINK PANTHERESS
Celebrate Concert with UK’s greatest up and coming artist.
RACE DATA
03:09
Fastest 1K
64%
Ran the 1K Qualifier
30
Avg. Age on the day
34:40
Fastest 10K
31%
First 10K Race
4890
Rebel Runners
2,181
PB's on
A RACE LIKE NO OTHER
A new format unlocked the most competitive race environment for her. Placing all runners correctly it offered a highly unique experience, and created event vibrancy with fierce competition.
RACE 1
35:37
WINNING TIME
31
AVERAGE AGE
42%
FIRST 10K
RACE 2
41:57
WINNING TIME
29
AVERAGE AGE
28%
FIRST 10K
RACE 3
34:40
WINNING TIME
28
AVERAGE AGE
21%
FIRST 10K
ATHLETE ZONE
NIKE DIRECT
11.23
Serve her competitive edge. Powered by the latest Running Innovation and Look of Running
$35K
Total Sales on the Night
39%
Driven by ADT Merch
Top Selling APP
$9.7K
Adt Hoodie
$6.8K
Pheonix Fleece Crew*
$26K
Total APP
Top Selling FTW
$1.3K
Vomero Premium
$798
Vaporfly 4**
$4K
Total FTW
$72 AVB
1.2 UPT
*Driven by NBY services
**Consumers noted they would rather other colours than pink
ENERGY BOOTHS
FOR RUNNERS ONLY
FOR RUNNERS + SPECTATORS
Sifali Skin
Angel Nailz
MugQueen
Braid Bar LDN
Bra Education
Hyperice
Most popular for runners only
NBY FTW Engraving
Van
Mind Game
NBY Heat Press
Most popular for runners + spectators
PINKPANTHERESS
DIGITAL
BEFORE
DURING
AFTER
Strava Sync
Personalised Race Pic
Whatsapp Run Assistant
ADT London Website
NRC & Email Comms
NRC & Email Comms
WHATSAPP
RUN ASSISTANT
Pre, During & Post-Race 1-1 Support.
1860
Racers Signed Up
STRAVA SYNC
We tracked in-depth racer data and
hosted it on Strava for them to retrieve
1374
Races Synced
PERSONALISED
RACE FINISH PIC
1214
Racers Received Pic
NIKE OXFORD CIRCUS
11.10 - 11.23
Nike Oxford Circus was the only destination for Vomero Premium innovation, After Dark capsule collection and a bib collection like no other. The Nike Sports Research Lab offered elite level, full body analysis to every runner, enabling them to hit the start line 1% better.
The home to racers in the city on the lead up to the race. Powered by services, innovation + activations.
$428K
Total Sales during Race Week (+9% vs LW)
+7K
Consumers
Served
+12%
Women's Share of Business vs LW
$25K
Total Sales
ADT Merch
FAST
PACK
$28.1K
Zoom Fly 6
$22.6K
Alphafly 3
$20.1K
Vaporfly 4
WEATHERISED
$6.1K
Vomero 18 GORE-TEX
$2.1K
Pegasus 41 GORE-TEX
VOMERO PREMIUM
$10.3K
Womens Vomero
Premium*
26 units
Hyperpink Vomero
Premium*
*Exclusivity to Oxford Circus added
a point of different to marketplace
PROGRAMMING
BIB COLLECTION
3500+ bib collected
Positive Consumer sentiment on the experience
ATHLETE PANEL
THE WINNERS MINDSET
88% attendance
99% women in attendance
1 Special Guest
NIKE SPORTS
RESEARCH LAB
+250 runners served
49% Women
+19% vs LDN average
Average age 33
“I’ve been to a lot of Athlete panels, this one was a really good one!” - Attendee
“We were not expecting a queue around the block at 9AM on a Tuesday ” - Bib Collection BA
PARTNER
MARKETPLACE
RSG TAKEOVERS
RUNLIMITED & PROGRESS
HERO INNOVATION
Fast & Colossal Cushioning
COMMUNITY
Athlete Panel Talk & Ambassador Runners
PARTNER CONTENT OUTPUT
AMBASSADORS
110 AMBASSADORS
+150
Pieces of Content*
>2.4M
Reach*
OWNED CHANNELS
13 PARTNERS
+20
Pieces of Content*
>4M
Reach*
*Not including TikTok
COMMUNITY AND SCALE
FOR WOMEN, BY WOMEN
17 ELITE ATHLETES
AN EPIC RACE DEMANDED AN EPIC LINE UP
Faith Kipyegon, Sifan Hassan, Keely Hodgkinson, Caster Semenya, Georgia Hunter Bell, Imani-Lara Lansiquot, Dina Asher-Smith, Joan Benoit Samuelson, Paula Radcliffe, Amber Anning, Jemma Reekie, Amy Hunt, Sarah Healy, Erin Wallace, Abbie Ives, Shakira King & Lyla Belshaw.
INTEGRATED INTO A JOURNEY OVER MULTIPLE MONTHS WITH THE BRAND
17
WOMEN
TRACK & FIELD ATHLETES
Global ⎥ EMEA ⎥ UK
Insights
& Concept phase
Brand Campaign
& VC shoot
Race
Weekend
ATHLETES x INSPIRATION x CONTENT
HERO
IMAGES
SOCIAL CONTENT
RACE INVOLVEMENT
PANEL TALKS
& COMMS INTERVIEWS
‘Running with thousands of women at the After Dark Tour reminded me how strong we are when we move together.’
- SIFAN HASSAN
‘Watching 5000 women show up and show out at the finale of the ADT was absolute fire. What an honour to be a part of and to be surrounded by such incredible talent and forces in our sport all round.’
- IMANI-LARA LANSIQUOT
‘Absolutely loved speaking about the intersection between sport and style and meeting so many inspirational women’
- AMY HUNT
‘This race is done, but here’s to bigger and better next time’
- DINA ASHER SMITH
54 COACHES
Bringing together Coaches & Trainers from across the world.
32 CREWS
London & Global Nike Run community including: LDN SLCT, Club99, Atalanta, Eight8Lines, Berlin Braves, Patta, NBRO, Flying Girls Milano, Unite & More
100 CATALYSTS & CREATORS
Nike relationships across Sport and Culture raced alongside everyday runners.
CHANGING THE SPORT FROM INSIDE OUT
Women from all London Run crews represented and consulted the race from start to finish. 350 female brand ambassadors staffed the ExCel London on November 23.
ENERGY
ISAMAYA JOURNEY
Bespoke ADT lipstick
Isamaya Beauty x Dina Asher-Smith Dinner
Get Race Ready With Me x Dina @isamayabeauty
EMEA CREWS
Key feedback and amplification from Nike Running Community
19
Nike Crews on the Ground
92
EMEA crew members
4/9
Made it on the podiums: top 2 of first & final races - almost half of podium places
5
EMEA key markets represented: UK, France, Spain, Italy, Germany and Nordics
160+
MARKETPLACE AMBASSADORS
Runlimited
Progress Running
SportsShoes
Sports Direct
Run North West
Voodoo
JD
ProDirect
Voodoo
ASOS
Sports2000
Mister Running
Run4it
Zalando
40
COMMS
PARTNERS
Hypebae
Runner Alerts
Maria Pizzeria
Juicegee
Rianna Lints
Jasmine Douglas
Candice Bailey
Matty Chiabi
Felicia Brown
Tess Weavers
Courteney Hall
COMMS
61,742,115
Total Reach
40
Media Partners across EMEA and UK in attendance
14
Editorial Features
715
Social Features
Pre-Race
Editorials
Training
Journeys
Race Pack Seeding
Rebel By Design
After Dark Dinner
Live Event Reporting
Employee Engagement
Athlete Storytelling
Event
Recaps
FROM LONDON
TO THE WORLD
Ambition on social was to create a synced-up social approach, designed to dominate the algorithm. Each channel playing its own unique defined role.
@NIKE CHANNELS
2.9M
ORGANIC VIEWS
+600K above marathon
Strong positive sentiment
across content
1.86M
REACH
+600K above marathon
Dimensionalised content formats.
This wasn’t just one post
6.45%
AVG. ER
+600K above marathon
Scaled across global channels
594
Tagged Posts
893
Tagged Stories
1.78M
UGC Reach in first 48 hours
3.3M
UGC Reach in first week
INDIVIDUAL PERFORMANCE
INSTA POSTS
3 best performing nike content pieces. Nike channels focused on:
Diverse content output capturing the energy of ADT. Putting our Elite athletes front and centre, as the ultimate bastions of competition.
JULY
ADT RECRUITMENT ANNOUNCEMENT
NOVEMBER
PINKPANTHERESS ANNOUNCEMENT
RACE DAY
ATHLETE
HERO
POST RACE
THE INSIDE
TRACK
480K
Sold out in
Views
<24 hrs
321K
PP
3.3%
Views
Regram
ER
752K
6.5%
261K
360K
7.3%
116K
Views
ER
Accounts
Reached
Views
Accounts
Reached
ER
TIKTOK POSTS
PINKPANTHERESS ANNOUNCEMENT
75K
Views
ADT
RECAP
16K
Views
ATHLETE
VOX POPS
25K
Views
PINKPANTHERESS BTS
29K
Views
ATHLETE SOCIAL COVERAGE
Through organic, authentic and impactful content generated by the athletes.
100%
Athletes involved posted about the event across the weekend
+70K
Likes & comments
on athletes’ posts
SOCIAL LISTENING
Overall, the race generated a great amount of organic posts and engagement which peaked the day after the race.
730K
Social Engagements
1.5K
Social Media Posts
Sentiment was largely positive with 74% of comments expressing excitement and enthusiasm for the experience.
74%
Positive Sentiment
vs. 62% for Area 72
Berlin Marathon
Strong excitement and community spirit, with content focused on anticipation, participation, and reliving the experience.
8%
Neutral Sentiment
vs. 35% for Area 72
Berlin Marathon
Minimal presence, mostly functional mentions without emotional tone.
18%
Negative Sentiment
vs. 3% for Area 72
Berlin Marathon
Limited but notable concerns around men’s participation and logistical issues, highlighting areas for clearer positioning and smoother execution.
Instagram generated the most posts, conversations and engagements mostly happened on TikTok.
TRAINING
An Interconnected xfunctional journey.
COMMUNITY
Ground
Game
Energy & Comms
The Night
Shift
PARTNERS
Sports Direct
DIGITALLY
Whatsapp Run Assistant
Coaches Social
NRC
THE NIGHT SHIFT
Giving women a much needed space to train on the track.
3 Empowering Coaches
1 Epic DJ
Host
400M REPEATS
South LDN
Two Track Sessions
Supporting Crew
Mental Training Expert
1K INTERVALS
North LDN
+8 Womens Health Experts
2K
attendees across all
training journeys
24.7K
social reach for the
Night shift from UGC
LONDON ENERGY
TRAINING JOURNEY
Supporting our energy network with bespoke training and guidance ahead of race day.
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Session 1
Resource Pack
Mixed running and
training workout
Pre-race training
guide shared
Session 2
8k run
Session 3
Race-ready warm up
+ 1k practice
Dina x Isamaya Beauty Dinner
65 female athlete, energy and comms partners
Race Day
SOCIAL COMMUNITY IMPACT
GO!LONDON + THE OUTRUNNERS
In order to set the pace for the next generation of women and keep supporting women after dark we’re partnering with Go! London and the Outrunners in multiple ways to relieve barriers for her.
With the Mayor of London’s office we are preparing to fund Women’s Only Track Hours at 5 tracks on Wednesday so she always has a safe to keep training. Announcement to follow.
4 Key Themes - Body Confidence, Menstruation, Mental Health, Physical Activity
ACCESS
TO TRACKS
Working with five local
London tracks
Offering female-focused sessions
Funding track memberships
Supplementing existing
schools program
EDUCATION
PROVISION
Bra and shoe education
Workshops with 4 Key
Themes - Running Safety,
Body Confidence, Mental Health, Physical Activity
DRIVING
AWARENESS
Social amplification
Highlight safe and
accessible tracks
Creating narrative to promote women’s physical activity
Festival creating excitement around running
BUILDING
TOWARDS NEXT YEAR
KEY WINS
RACE FORMAT
This was not your average 10K race and attracted competitive rebel runners. Following city insights, we tried something new and definitely broke the mold.
Nike Running entered a new space and invited 5000 women to race, not run. We disrupted the race scene resulting in women feeling empowered.
CAMPAIGN CREATIVE
We distinguished a strong campaign visual and narrative that drove the competitive nature of the race to the right audience.
Athlete insights and mentality at the heart, also with casting.
AGENCY
MODEL
Production, creative and race consultant expertise brought in from respective fields.
Global creative, local race
logistics partner and industry famous race consultant partnered on driving an incredible runner experience for her.
KEY LEARNINGS
WOMEN'S
ONLY
Means no men. We need to obsess creating a women’s space and pov from narrative to participants.
MERCH &
ALLOCATION
Demand for After Dark Tour merch was very high. We under bought across the marketplace meaning we need to investment into more SKUs and depth for next year. Lastly race footwear was not allocated sufficiently across marketplace showing opportunity to get her race ready.
RACE
COMMS
Clarity and simplicity in comms from start to finish, not just on the format but to all activations and ticketing. Make it clearer for runners and help settle nerves especially when we’re asking them to run for PBs.
ON THE
PULSE
In order to keep up with Gen Z’s pace of content consumption to need to obsess our speed and agility to get content live. There is a need to discover more direct lines between City & Global social teams to improve publishing times. This will help us staying on the pulse of sport before and after the race.
TRAINING
JOURNEY
We weren’t able to facilitate all the demand to train for ADT. More women wanted to join the journey to race day than expected. Opportunity to increase investment and resources in training experiences.
CONSIDERATIONS
RACE
LOCATION
The ExCel was a great location to control external variables during winter in London and create an immersive start/finish experience through light and sound design. However it was restrictive for designing a running route, managing spectator capacity, and Excel were not collaborative in catering options.
Opportunity: Look at a closed-road venue & race the streets of London after dark.
RACE OVER
CAMPAIGN
As much as we need to create incredible brand moments, this is a race series and the running experience needs to be prioritised at all costs. We need to make sure race logistics were always prioritised and led event design. When working on this with multiple agencies across multiple functions daily alignment is needed to avoid complications.
RACE
INCLUSIVITY
In a more competitive format, the faster the races became, the less diverse our runners were. There’s still a job to do to give all runners more access to training.
OBSERVATIONS
PERFORMANCE
Top 1K qualifiers consistently stayed near the front, and qualifying times largely placed athletes in the correct races with strong predictive validity meaning a high number of best efforts across 10K,5K & 1M.
1K QUALIFIER
Younger runners aged 18–30 engaged strongly with the 1K qualifier, showing clear understanding of the format, while a higher percentage of older runner generally chose not to run the 1K.
DONE.
BUT FAR
FROM FINISHED
KEEP IT TIGHT © 2025 NIKE RUNDOWN
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