Our challenge/opportunity

Nike was tasked with developing and executing a multi-city 5k run in honor of Global Running Day and to celebrate the launch of their newest innovative running shoe, the Pegasus 41. 

The new shoe was set to debut in Nike’s iconic VOLT colorway, thus leading to select cities, Los Angeles & Chicago, to participate in the Volt Takeover 5k Run, two days apart. 

BeCore was selected as the lead creative agency to ideate city takeover concepts, pre-run experiences,  on-route branding/ experiences, post-run celebration programming, and overall consumer journey while a partner agency managed permitting and production execution. 

Eight days out from the first event, due to the scale and volume of support needed for execution, Nike had pivoted and requested BeCore assume additional responsibilities and manage execution of all front of house (consumer-facing) programming for both cities while the partner agency managed scenic buildout and show-calling.

Our solution 

Our team collaborated with Nike and the partner production agency to bring to life several key moments throughout the event from the run start, and on-route journey to post-event celebration.

Each Volt Takeover 5k  was a point-to-point run, starting at a Volt covered Nike retail store and ending at a celebratory venue. In LA, the race began at the Santa Monica Place store and ended at the Santa Monica Pier. In Chicago, it began at a Volt Pegasus 41 Pop Up store and ended at a rooftop venue called Morgan MFG.

Beginning with the start, BeCore had to identify a safe plan to check in and corral 1500+ registered runners at a local Nike store in LA  and 500+ registered runners at a local Nike store in Chicago prior to their release and run throughout the city streets. 

Each city’s run-route consisted of BeCore identified branded moments (within allowable city permitting restrictions) leading to the celebratory post-run venue designed by our creative team. 

Our success

The Volt Takeover 5Ks  resulted in over 2000+ people safely running through the city streets and celebrating in the cities of LA and Chicago.

BeCore ended up managing the line queue plans and execution for registration/check in, Bag Check, 21+ ID’ing,  corralling 1500 people in LA and 500 people in Chicago. Our team strategized the plans and methods of release to safely control large groups of runners throughout each city. 

Next, BeCore managed the post-run celebration parties by organizing all Food & Beverage needs, heat-press customization experience and Brand Ambassador staffing to distribute post-run amenities. 

These plans were all turned around with an 8 days notice. 

Overall the events were tremendously successful and the Pegasus 41 shoe was front and center for the world to see. 

KPIs

2,000 total runners

2 city takeovers (LA and Chicago)