Nike x Tokyo Olympics
Over 17.5 billion single use plastic bottles are consumed in Japan every 6 months, enough to go around the world 64 times! To raise awareness on the growing plastic problem, we created a NRC challenge to ‘Move for No Plastic’
To see more Nike work, please contact holly.bartholomeusz@gmail.com
We Move for Tokyo
After the 2020 Olympics was cancelled, sports and events in Tokyo were political as residents faced many challenges with covid still rampant through the city. Wanting to engage the Nike community within Tokyo, reignite the power of sports and showcase long-term and impactful change, we created the Nike campaign “We Move for Tokyo”
Within that campaign, we aimed to produce 4 different activations to get people moving on NRC and NTC in the lead up to the olympics. We decided to raise awareness on the growing plastic consumption within Tokyo, a huge contributing factor being plastic water bottles, consumed by those during training.
Partnering with a local organization “My Mizu” to provide runners with water stations along their route, a “Move for No Waste” run challenge was created via Nike.com, Nike Run Club (NRC) and Nike Training Club (NTC). We asked people to collectively walk/jog/ run 250,000km as a representation of if all the bottles consumed each year were lined up in a row.
Crafting the Journey across the Nike Ecosystem
The Nike activation comprised of multiple stages, calls to action and partnership features.
We researched existing user patterns and common run routes, we used those insights to design the journey from Discovery to Completion across .com and NRC for existing members and ultimately welcome new users into the NRC/NTC community.
The results
✨6,800 total participants
🏃🏽♀️ 313 new runners
🚀 253,000 km run in total
This activation ran during the Tokyo olympics of 2021, it is no longer active on Nike.com/NTC/NRC
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