Nike needed to connect to young people in the world of running, but the problem was that in Brazil young people don’t run. Running is the sport for middle-aged people who start to get worried about their health. Even before starting, young people think it is boring; they are at the height of their health; they don’t need to worry about health now.

The path chosen wasn’t to change running or young people, but finding the points in common between these 2 worlds and showing the running that no one has ever seen, in a unique, young and authentic way.

As the idea of the campaign was to make an association with the world of addiction, we thought about using a subversive language, based on street art, with typography made with tape.

The project turned into a reference for youth running. Throughout the 4 months the project took, several channels featured coverage and reports with the young people that were getting addicted by the only vice that is good for the body. This happened especially during the São Paulo-Rio de Janeiro Challenge, in which they ran 600km across 3 days, divided into teams.

The project was covered by 7 TV channels, 6 newspapers, 10 magazines, 1 iPad magazine, 3 podcasts, 1 radio station and 239 websites. Over 66m viewers were reached only by TV.The repercussion of the association of running with the world of addiction generated the impact that were expecting. We managed to get the attention of young people and instigate them about something forbidden and different, but that is good for the body.