Nike is pulling an all-nighter.
What’s happening: The sportswear company is bringing back its After Dark Tour, a global women’s race series spanning seven cities.
Built for female runners, Nike will host 10Ks and half marathons in Shanghai, Sydney, Mexico City, London, LA, Manila, and Mumbai. Each stop pairs race-day competition with pre-race prep, post-race celebrations, and branded community experiences.
Female-forward. Expanding on its legacy of women’s races, Nike launched After Dark in 2025, welcoming 50K+ runners across seven events on five continents. Seeking a supportive environment, a third of attendees were first-time racers and ~50% were inspired by the female-only format.
Fellowship. Beyond building brand identity and community, women’s races are removing a major overlooked barrier to participation: psychological comfort.
In alignment, Gymshark-backed The Night Club just wrapped its global women’s running tour emphasizing safety in numbers, and LSKD’s latest ad highlights anxieties female runners are forced to face. Meanwhile, a crop of women-only run clubs have popped up nationwide.
Punchline: Doubling down, Nike’s designing After Dark to be more than a race series — it’s an empowerment platform for female athletes.
