Nike
Project title: Warming up to the London Marathon
The brief
Throughout the sporting year, there are peaks and troughs in sporting activity, for example, playing tennis post-Wimbledon or joining a gym in January. Nike wanted to speak to one of these peaks: the London Marathon and its runners in their build up to the big race.
The solution
Nike turned to AAB’s InMotion Sports to organise a half marathon warm-up race. The Nike+ MK Half is held on the streets and cycle paths of Milton Keynes and is now firmly established as one of the best pre-London half marathons in the calendar
The results
Nike use this event to connect to their running market and have been most successful in doing so via database communication and on-site race day product sampling and retail. Nike have cited the Milton Keynes Half Marathon as an ideal marketing integration tool which has helped to drive their brand in the UK running market.