Nike Plus Campaign

Stirring up history's oldest and fiercest rivalry

The biggest running challenge ever

In 2008, Nike created the biggest running challenge ever, to drive traffic to the Nike+ digital running community and generate sales of Nike+ products. Men are pitted against women around the world to see who can rack up the most kilometers on the 'Men vs Women' challenge leaderboard at

My Role
Creative direction and strategy
Experience design
Brand storytelling
Sonos Brand Design
Partners & Spade

A challenge for everyone that runs

Bring to life the campaign in retail by tapping into the competitive spirit of young, active and professional runners. Nike Brand Design partnered with advertising agency 72&Sunny to direct the retail photography deliverables and lead the pro runners shoot.

Runner specialty stores

To support Nike's partnership with runner specialty stores, Nike Retail Marketing created windows and displays for 3rd party retailers that resonated with professionals and running enthusiasts, while seamlessly fitting into the campaign.