Nike | we run chamonix

Bringing new meaning to the word “breathtaking” with Nike Running.

SET-UP

The Ultra-Trail du Mont Blanc in Chamonix, France is a legendary ultra-marathon that follows a 171-kilometer (that's a little more than 106 miles) route through the French, Swiss, and Italian Alps. Known as the most difficult foot race in Europe, every step gives a new meaning to the word breathtaking. This was Nike’s first year with elite Athletes participating in the race. They wanted to use this as an opportunity to show their running community where running can take them.

STRATEGY

So, we took 8 Nike+ running members along with us to the Alps. From the high school teacher to the entrepreneur, they were all runners, but none of them had ever been challenged like this before. We captured their experience as they ran portions of the Ultra-Trail du Mont Blanc and looped around the incredible Mont Blanc peak, which towers above the town at 16,000 feet. In between runs, we held our breathe as we watched 3 of Nike’s Elite Athletes compete, running 24 hours straight to reach first and second place. Surrounded by the beauty of the alps, by the end, we were all convinced: running will take you places if you let it.

My role included concept pitch and sell through, story mining and interviews with runners, as well as line producing on the ground in Chamonix.

Agency: Conscious Minds

🏔