Nike brought its communication strategy to the streets of Chicago with a large-scale out-of-home (OOH) activation during the city’s marathon. Along the 42-kilometer route, billboards and digital screens displayed motivational messages like “Toenails are for losers” and “Future you is bragging about this right now”, creating a genuine and emotional connection with runners at every stage of the race.
What’s the idea behind this campaign?
The concept focuses on empathy and motivation. Nike understands the emotional highs and lows of marathon runners and translates that insight into short, witty phrases that speak directly to their mindset. Each message was designed to encourage, comfort, and energize participants as they moved through the 42K journey.
How was the idea executed?
The campaign stretched across Chicago’s marathon route with strategically placed billboards and digital screens that runners could see at different milestones. Nike’s messages stood out for their simplicity and authenticity, blending seamlessly with the city’s urban landscape. This immersive approach transformed OOH and DOOH media into emotional support tools for thousands of runners.
Why is this execution unique?
Rather than promoting a product, Nike focused on shared human experience. The brand turned its outdoor placements into motivational checkpoints — not ads, but reminders of resilience. By using humor, honesty, and design minimalism, Nike elevated traditional billboard advertising into a storytelling format that celebrates perseverance.
How does it connect with audiences?
More than 50,000 runners encountered Nike’s motivational messages throughout the Chicago Marathon. The brand successfully turned each message into a small emotional victory, fostering a sense of connection that extended beyond the finish line. This approach not only reinforces Nike’s brand presence but also humanizes it, showing that great campaigns inspire, not just advertise.
@amna.2662 I love itttt
♬ scott street - ☆
Final thoughts: Turning OOH into emotional storytelling
Nike’s Chicago Marathon activation demonstrates how OOH and DOOH advertising can go beyond visibility to create emotional impact. By merging empathy, creativity, and urban media, the brand proves that outdoor campaigns can inspire people in motion. It’s a reminder that the best outdoor advertising companies and advertising companies near me can transform any space — even a marathon route — into a moment of connection.
FAQs about this campaign
What was the core idea of Nike’s Chicago Marathon activation?
To turn the entire 42 km route into an emotional support system using short, witty OOH messages that mirror runners’ highs and lows in real time.
Which formats did Nike use?
A mix of classic billboards and digital screens (OOH/DOOH) strategically placed along milestones of the marathon course.
Why did the messaging resonate with runners?
It acknowledged pain, perseverance, and pride with honesty and humor—offering encouragement rather than promotion.
How many people did the campaign impact?
More than 50,000 runners encountered the messages during the Chicago Marathon, with additional reach among spectators and on social media.
What can brands learn from this approach?
OOH works best when it serves the moment: empathetic, context-aware copy plus smart placement can transform media into a meaningful experience.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
