Our challenge

Nike is the official footwear and apparel sponsor of the Chicago Marathon, and looked to leverage that partnership to maximize activations surrounding the race, while supporting their elite athletes, race participants, spectators, and the city of Chicago. This included activations leading up to the race across the city, a presence on the course, an exclusive space for their guests, and large public facing activation at the conclusion of the race. While each activation listed below were separate, it was critical that a thread was woven throughout to create cohesion across the week and present consistent branding and messaging across all touchpoints 

Nike Shoe Swap

Mile 20 Cheer Zone

Nike VIP Lounge

Nike Finish Line Activation

To execute each of these, BeCore had to manage logicitis, schedules, staffing, and produce each event seamlessly for client team to focus on their deliverables of their official Chicago Marathon sponsorship.

Our strategy

BeCore deployed a full team of staff to manage and oversee the production and execution of the various activations taking place for the Nike brand across the Chicago Marathon and week leading up to the race. Structuring our workflow to have lead contacts working directly with client stakeholders, and then collaborating internally to relay information to each dedicated event team to manage updates with respective vendors allowed for seamless communication and quick turnarounds. 

Working hand-in-hand with the Nike Running team, along with leveraging their position and relationship with the Chicago Event Management team that produces the Marathon annually, we were able to efficiently and effectively take the lead to bring a variety of touchpoints and moments to life for our client. This approach allowed for the support needed to bring several key moments to life with consistent messaging, branding, and brought Nike to the foreground of any athlete, participant, or spectator across the Chicago Marathon! 

Our outcome

Highlighting the Nike partnership as official sponsor of the Chicago Marathon, activations drew nearly eighty thousand people to engage with the brand across the event.

Shoe Swap pop-ups drove visibility and reached local runners to drive excitement leading up to race. Mile 20 provides a spark to runners and supported the local partners in Heartbreak Hill, as well as providing a can't miss visual moment for the brand on the national broadcast. 

Once the race was finished, our Believers Journey space provided an intimate recovery area for Nike VIPs, and the Finish Line provided customization of medals and slides for all runners! 

The results and feedback were resoundingly positive and showcased the partnership and how BeCore can bring Nike’s vision to life across a flagship event in a major city.

KPIs

4 flagship activations

832 pairs of shoes swapped

3,874 premiums handed out

78,850 total attendance