Nike is empowering women runners.
Squad up. The sportswear giant announced the After Dark Tour — a nighttime race series held in Sydney, Shanghai, Seoul, Mumbai, LA, and Mexico City this spring.
Supporting female runners while forging community, the experience includes 10K and half-marathon races, a Nike Run Club training plan, custom apparel, and post-race party.
Run wild. Thinking holistically, category leaders are integrating performance marketing, digital training tools, and in-person events to inspire new runners.
- Bandit’s NYC flagship is a store, coffee shop, event space, and hangout.
- On’s Track Nights are a festival-like competition, music, and social event.
- lululemon hosted a six-day women’s ultramarathon where 10 athletes ran 3K miles.
Out and back. Nike is circling back on live experiences while reestablishing its athlete-first ethos, evolving its wellness-focused branding and event tour in 2023.
Punchline. From run clubs to immersive stores, community-driven brands are reinventing the sport — helping upstarts stand out while forcing incumbents to evolve.
