The creative execution works perfectly within the media strategy. We celebrate her relationship with running, communicating with her on her terms. She might say “I am a coffee sipping, rain despising, skinny jean wearing, book-loving shopaholic….plus I run”.This idea of “plus I run” became a natural extension of her environment. In fact the campaign content was formed using images provided by our target.

The campaign is currently in-market. When complete, 89% of all 18-24 year old women will have experienced “plus I run”.One month in, there has already been a 5% increase in Female Nike+ users! and Nike’s “Rock'n’Run” classes are constantly full.