Case Study

Nike Chicago Marathon Hub

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Nike wanted to create an All-Star week for women. A place where dreams get turned into reality and personal bests are shattered. Where motivational chats and coaching clinics provide the inspiration needed to propel runners through that final mile. They were looking for a team to transform an empty space adjacent to their flagship store into a women’s empowerment zone.

Nike invited women to play with innovation and to test out gear designed for the running obsessed. A custom personalization studio and design workshop were on hand for women to express their own personal style and give them the added confidence to feel powerful in their shoes. Nike Marathon Hub celebrated, recognized, and rewarded athletes chasing their dreams. A victory museum honoring female Marathoners breaking barriers included artifacts from Joan Benoit Samuelson’s 1984 Olympic run – Singlet, Ingrid Kristiansen’s – Sock Racer, Lynn Jennings – Skylon Specials, and Shalane Flanagan’s 2008 Beijing Olympics track and field – Airborne Singlet.

Consumers were able to share words of encouragement with one another and find inspiration through a statement wall. Sleek product displays showcased the latest Nike designs, reminding all those who entered It’s Only a Crazy Dream Until You Do It.

Nike Chicago Marathon Hub was an immersive consumer experience that helping aspiring athletes prepare to break free and shatter all expectations. It celebrated powerful women who achieved their dream and reminded us all that often there is nothing holding us back but ourselves.

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