The Brief
Nike was launching RunTown London, a pop-up running experience on Regent Street timed around marathon season. They wanted more than just a storefront. They wanted street-level presence across Central London, moving with runners, delivering motivational messaging that felt like part of the running culture rather than advertising around it.
The campaign needed to extend the RunTown energy beyond the pop-up, operate with zero emissions, and create the kind of street-level presence that would get London's running community talking. Nike wanted the kind of activation where the advertising becomes part of the experience.
The Approach
We deployed 6 of our fully electric, eco-friendly Digital AdBikes across Central London. Each bike was crewed by a dedicated rider we called a "Pacer", who joined organised RunTown runs across Central London alongside runners.
The bikes carried Nike's motivational messaging on high-brightness LED screens, with creative lines like "Running in London is awful, I love it", "If you can run in London, you can run anywhere", and "Running in London is peak." Bold, punchy copy that spoke directly to anyone running through the streets of London that weekend.
Rather than parking up as static displays, the Pacers rode with participants on organised runs through Hyde Park, along the Embankment, and through Central London, keeping energy high and putting Nike front and centre right where the action was. When runners came through the park, the AdBikes were there. When crowds gathered outside the RunTown pop-up, the fleet was lined up and impossible to miss.
The fleet also positioned outside the RunTown pop-up on Regent Street and the Nike store on Oxford Street, creating a striking visual wall of red messaging both during the day and under the lights at night. The illuminated LED screens against the evening sky made for some of the strongest visuals of the entire campaign.
