Nike Runners Helping Runners

Insight

The Tokyo Marathon is the biggest running event in Japan, a World Athletics Platinum Label and one of the six World Marathon Majors.

The event was cancelled in 2020 and 2021 due to Covid-19, but the iconic finish line is finally back.

Idea

Runners Helping Runners is a global campaign by Nike to support the running community worldwide.

For the Tokyo edition, Nike Japan collaborated with elite runners, athletes and influencers to curate a list of frequently asked questions to help guide first-time marathoners.

Presented by Japan’s fastest Olympic Marathon Runner, Suguru Osako as the Commander, a network of Nike coaches, athletes, and runners help other runners. Comedian Yuriyan Retriever plays the Chief Cheering Officer as first-time marathoners call the hotline asking for advice.

Contributors’ questions and answers are transformed into FAQ short films, released daily across digital platforms and Nike stores. The content leads through to podcasts, articles, tips and workouts on the Nike app, keeping visitors informed and entertained during the week leading up to the marathon.

Impact

Helping runners to conquer the race.

Nike Japan set the highest ever footwear market share at the 2022 Tokyo Marathon, with 48.6% of participants wearing the swoosh, and Runners Helping Runners generated 66 million media impressions.