Nike Running is a global brand which adapts to the needs of the local market. In Barcelona running is not viewed as an appealing sport by young people. It is dominated by more mature runners whose lifestyle is quite different to that of the new generations. To connect with local youth, Nike Running is looking to transform how it relates to them.
Nike Running seeks to show Barcelona as one of the best cities in the world to run in. In order to do so, the brand proposes a strategy of urban galvanisation to reach out to the younger members of the running community, to encourage them to run more and enhance their experience of running in the city. And also to convey the essential values of running: determination, excellence and competing against oneself.
REDEFINING RUNNING IN BARCELONA THROUGH THE PIGEONS RUNNERS COMMUNITY
First, we made an in-depth study of the running scene in other cities. We wanted to offer something unique, both to the runners and to the city of Barcelona. The new strategy is led by people who, like the brand, feel a need to redefine urban running. The Pigeons Runners Crew fosters alternative events around the city to respond to the great challenge of reinventing the way people run in the city, to make it more of a fun, dynamic, inclusive activity for young people and the public in general.
We created a new people-centred concept to fuel Nike Running in the city through the community. Likewise, we designed its visual identity system and extension into the social media, events and equipments. Today, Pigeons Runners is a community of active runners that organises sports encounters and other alternative events to encourage people to run in Barcelona in more of a fun way.
"I'D NEVER HAVE TOUGHT RUNNING COULD BE LIKE THIS"