NIKE - 上海只向前 SHANGHAI ONLY MOVES FORWARD
As a sponsor of Shanghai marathon, Nike takes inspiration from the cityscape, the streets and the culture to create an experience to fuel runners throughout the entire route.
We identified different moments where runners would need encouragement and made a series of design based on the iconography of the city, each had a message that would motivate.
We created an experience that Shanghai runners embrace and felt proud of. News picked up the buzz and social media amplified it. By inspiring the runners we ended up inspiring the whole city.
Campaign manifesto.
