Nike EMEA SUFA24
Trail Running journey

Brand Objective

Gain the trust of the established Trail community
While building a distinct DNA for Nike Trail within Rebellious Devotion

Brand Strategy

Celebrating the athletes* and the places that make Trail happen.

Inspiration

Innovation

Obsess innovation storytelling for the right audience.

Pinnacle IRL connection into our brand in the places where Trail happens, in a nike-only way.

Invitation

SUFA24 Consumer Journey

LAUNCH AND
POSITION ZEGAMA 2

HERO INNOVATION STORYTELLING

to position the franchise

Nike Running

Athletes

Partners

Disruptive seeding

TO TRAIL’s 50 MOST INFLUENTIAL VOICES

50

profiles

72

posts

+13M

reach

+57%

average engagement

Zegama-Aizkorri Marathon 5.26

LEVERAGED ONE OF THE MOST ICONIC RACES TO DRIVE
INNOVATION AND COMMUNITY STORYTELLING.

Nike Running Reactive

PARTNER CONTENT STORYTELLING

EXTEND THROUGH
AUTHENTIC STORYTELLING

inspired by the iconic GR11 trail in the Pyrenees, a nod to those who know and care about the places where trail happens.

5.23 IYKYK PACK

Nike Running

PA Extension - Overland

Hyperlocal seeding

+7M

reach

12

PUBLICATIONS

6

MEDIA PARTNERS

8.15 TOUR DU MONT-BLANC PACK LAUNCH

Inspired by the Alps, but built to take you higher.

Nike Running

Athletes

UTMB
CONNECT WITH THE COMMUNITY

Nike Trail Activations at UTMB

Connecting with the most authentic trail community
during the most influential TRAIL RUN

UTMB Village

+1.3K

Consumers engaged at Expo

+450

Zegama 2
trials

Partner Activations

Connecting with the most authentic trail community
during the most influential TRAIL RUN

iRun x Nike Trail Consumer Activations

Distance x Nike Trail cheering Zones at UMTB

+120

consumers

Nike Trail Mont Blanc Camp

Global ’25 Innovation Unveil: Kiger 10 and Wildhorse 10

Fuelling excitement for our future product pipeline among Trail’s most influential gatekeepers

200

gatekeepers

+32M

reach

86

publications

23

media partners

PARTNER SUMMIT

Immersive three day experience for EMEA’s Running partners led by the EMEA PA to engage our partners into the sport  and expand our influence in the marketplace

Highlights:  Product Deep Dives  |  SU25 Sell-In  |  UTMB Race Experience

18

ACCOUNTS

10

COUNTRIES

41

PEOPLE

3

DAYS

ATHLETE PRESENCE

10 ELITE ATHLETES

12 YOUTH ATHLETES

2 PODIUMS

HiGHLIIGT:

BAPTISTE CHASSAGNE, 2ND AT UTMB, WEARING KIKER 10 PROTO

UTMB WINS

UTMB OPPORTUNITIES

Stood for Innovation with a focus on Zegama 2 and Kiger 10, authenticating our most credible product for this target consumer.

UTMB is an oversaturated moment, continue to sharpen our Nike Trail voice to BE DISTINCTIVE AND CUT THROUGH THE NOISE WITH IMPACT.

DROVE QUALITATIVE ATHLETE CONNECTION with the most influential consumer base (+1300 engages at the Expo, 120 attendees at iRun event,  +300 invitees at the Camp….).

We can further scale our footprint and momentum by better leveraging the niche media landscape and orchestrating our digital ecosystem across platforms.

Collaborated distinctively with our partners iRun and Distance  while building  credibility. Standing for Rebellious Devotion within their activations.

Show up stronger through the lens of the Athlete portfolio, with women’s and youth as our biggest opportunities.

Gained brand momentum at the finish line like never before orchestrating our formula: innovation x athlete x moment x community

Increase Meaningful athlete connections enabled by an intentional trail ground game strategy, powered by Ekins, Partners & Communities

Confirmed the interest of the youngest trail runners and our sharp opportunity with the new generation of trail.

Special Thanks to

Global Running Brand, Comms, Product.

EMEA Running Brand, Comms, Merch, Sports Marketing, Partner Marketing, Digital Marketing.

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