Nike

Runners Helping Runners

Support every step of the way.

Two people in athletic wear talk and laugh; one sits beside a treadmill while the other runs on it, both in a gym or office filled with papers and photos. Large yellow text reads “RUNNERS HELPING RUNNERS.”.

Insight

The Tokyo Marathon is the biggest running event in Japan, a World Athletics Platinum Label and one of the six World Marathon Majors.

The event was cancelled in 2020 and 2021 due to Covid-19, but the iconic finish line is finally back.

A person sits at a cluttered desk in an office, facing a wall covered with photos, notes, and maps. Filing cabinets and vintage black telephones line both sides of the room. The atmosphere feels retro and organized.

Idea

Runners Helping Runners is a global campaign by Nike to support the running community worldwide.

For the Tokyo edition, Nike Japan collaborated with elite runners, athletes and influencers to curate a list of frequently asked questions to help guide first-time marathoners.

Presented by Japan’s fastest Olympic Marathon Runner, Suguru Osako as the Commander, a network of Nike coaches, athletes, and runners help other runners. Comedian Yuriyan Retriever plays the Chief Cheering Officer as first-time marathoners call the hotline asking for advice.

A person wearing a white shirt and dark vest is multitasking in an office, holding two corded phones to their ears while talking animatedly, surrounded by office equipment and organized shelves in the background.
A bulletin board displays a running map, notes with race times, a photo of two female runners, and a shoe advertisement reading EAT OUR DUST. Red string connects the items in a web-like pattern.

Contributors’ questions and answers are transformed into FAQ short films, released daily across digital platforms and Nike stores. The content leads through to podcasts, articles, tips and workouts on the Nike app, keeping visitors informed and entertained during the week leading up to the marathon.

Two women are talking on phones, facing each other closely. Bright yellow text over the image reads RUNNERS HELPING RUNNERS with a Nike logo and a flower-like symbol above the text.

Impact

Helping runners to conquer the race.

Nike Japan set the highest ever footwear market share at the 2022 Tokyo Marathon, with 48.6% of participants wearing the swoosh, and Runners Helping Runners generated 66 million media impressions.

People’s Voice

Sports
People’s Voice

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