005 → CDMX Marathon Hijack

Nike wasn’t the official sponsor of the 41st CDMX Marathon, but it became the brand everyone remembered.

We showed up kilometer by kilometer, like the annoying coach runners don’t want to hear, but secretly need. Through 90+ hyper-local OOH placements, Nike hijacked the adidas-sponsored marathon and turned the city into a relentless voice of motivation.

Every message was built from real runner insights gathered through interviews and forums, placed precisely along the route to match the emotional highs and lows of the race, from the adrenaline of the start, to the brutal honesty of halfway, to the final mental battle against exhaustion.

The experience took over social media, generating massive earned media and positioning Nike as the true emotional protagonist of the marathon.

CREW

- Creative Agency: W+K mexico
Jessica Apellaniz, Pablo de Arteaga, Hugo Bocara, Arah kim, Denisse Mancera, Yago Fandiño, Rafael Barreto, Beatriz Pecero, Sofía Gamiz, Jan Earhart.

- Media Agency: Mind Share