Running / Community
NikeMidnight run.
Midnight, 0°C, a parking depot in Bucharest. 100 runners turned up anyway.
The brief
The
challenge.
Put Nike's winter running gear in front of real runners, in real winter conditions, in a format built to travel on social. Turn a routine gear test into a story worth posting.
Our thinking
The
approach.
Take the run somewhere no one expected. Working alongside production agency Final Cut, who delivered the event on the ground, FLOW led the concept and content: the multi-level parking depot at Străulești became the circuit — concrete ramps standing in for a stadium, midnight standing in for a starting gun. 100 runners took it on at 0°C, testing the Pegasus 41 GORE-TEX and Pegasus 41 PRM in exactly the conditions they're built for. Built the whole thing around three tags — #MidnightRun #RunInTheDark #RunNoMatterWhat — so the story kept moving through the runners' own posts, not just the brand's.
03 / In focus
Moments in motion.
04 / The impact
- Runners on site
- 100+
- Media reach
- 500K+
- Race conditions
- 0°C
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