Challange
For the World Cup 2018 Nike needed an extra boost in sport participation and culturally vibrant and resonating marketing to make sport cool for the young audience.
Solution
Launched a collaboration between a city transport card Troyka and Nike with limited drop for World Cup 2018. Card allowed self service access not just to public transport but also to Nike training facility - Nike Box Msk.
Led media integration to the city transport app with Nike when instead of "Plan Journey" ride in the tube, people saw a button "Choose Go", which led to a digital quest game.
Created City of Running project with a mission to inspire local runners across world to run from coffee-shops and galleries and meet new people. With 40+ curated network of coffee-shops project for over 2 years there were hundreds of runners meeting every week for a run.
*Troyka - analogue of Oyster card
Result
Collaboration created a massive media reach and hype when Transport card was sold on marketplaces 10X of its' value.
Digital map game in one day had over 1'000 people joining the runs instead of taking tube.
City of Running since it's inception in Moscow grew to 15 cities and 4 countries just by power of Community and connects thousands of runners until today.
