Nike brought its After Dark Tour to London, transforming part of London City Airport’s runway into a unique 10K running experience. The Nike After Dark Tour is the brands women focussed, nighttime running series built around 10k and half marathon events combining racing with music, community and post race celebrations. The sold-out event took runners through East London’s Royal Docks and onto the airport runway, alongside live DJs, athlete hosts and retail experiences.

The event shows how brands are trying to provide empowering, immersive events that are more distinctive and culturally relevant. Nike was able to create a memorable moment around running, while strengthening the community element of the brand. Experiences like this give consumers the opportunity to engage with the brand in a more meaningful way, helping to build a sense of belonging and strengthen the connection between the brand and its wider community.