In collaboration with the creative, design, and Nike teams, we transformed the Shanghai Marathon course into an emotional narrative journey.
Inspired by both the emotional arc of marathon running and the spirit of Shanghai, we celebrated those who choose the harder road. From excitement and self-doubt to perseverance and release, each stage of the race was marked by strategically placed posters and designed objects. Together, they formed a chapter-based story that allowed Nike to connect with runners in their most honest and vulnerable moments.
Translation: Different cities. Different stories. One more place to break your PB. RUN.
*PB means personal best in running.
Beat your PB. Beat the heat. Beat the rain. Beat your anxiety. Beat your loneliness. Beat LSD. Beat your records. Beat the early morning. RUN.
*LSD: Long slow distance (LSD) is a form of aerobic endurance training used in running.
Dumpling Baskets: Carb up, speed up. / Leave all your burdens and run. / Different cities. Different stories. One more place to break your PB. / No speed limits for shanghai today. RUN.
Coffee Cup: Double Shots. Double Laps. RUN.
Ramen Cup: Carb up, speed up. RUN.
Left: Let your best run write the final chapter of this year. RUN.
Right: This weekend, you define Shanghai speed. RUN.
Note: Shanghai marathon takes place on a November weekend.
Translation:
Leave all your burdens here and run.
RUN.
Translation:
Hold on for a few more seconds. They could be the difference between today and your next PB. RUN.
Translation:
After centuries of training, are you still afraid of the marathon day? RUN.
Note: This OOH is placed outside Centry Park, Shanghai.
Translation:
Run eight laps around Century Park. Just like that, you've completed a Shanghai Marathon. RUN.
Translation:
If you're not running at your limit, you're just walking. RUN.
42.195 kilometers from now, you'll meet the version of yourself that never stopped believing. RUN.
Left: Today, you define what's cool on Huaihai Road. RUN.
Right: No speed limits in Shanghai today. RUN.
Note: Huaihai Road is a fashion street in shanghai.
Left: Is finishing enough if you don't break your PB? RUN.
Right: Show West Bund some running art. RUN.
Note: West Bund is art district.
Translation:
This road may climb. But it won't make you kneel. RUN.
Note: Runners have to conquer uphill in this section.
Translation:
Forget about your legs. They will forgive you. RUN.
Translation:
Keep moving forward. Your future self is counting on it. RUN.
Left: Giving up hurts more than keeping going. RUN.
Middle: Don't take any regrets home. RUN.
Right: Get ready for your finish-line selfie. RUN.
Translation:
Can't feel my legs. Can definitely feel all 42.195 kilometers. Run.
Left: Run. Recover. Repeat. RUN.
Middle: Next stop: the finish line. RUN.
Right: No matter which lines you take, you are going to the next finish line. RUN.