Project Title: Copenhagen Marathon

Client/Company: NIKE/NBRO

Date: May 2024

Objective: To create a buzz during the Copenhagen Marathon, launching Nike’s partnership with the running club NBRO.

My Role: Creative Direction and Brand Strategy

Approach/Strategy: For the launch of NBRO’s partnership with NIKE, we aimed to make a significant impact before, during, and after the Copenhagen Marathon. My responsibilities included overseeing the brand strategy and art direction to ensure maximum impact while maintaining an authentic and non-commercial feel. This involved designing the official race kit, managing campaigns across social media, and coordinating race day activations.

Process: To bring the NIKE x NBRO partnership to life, I coordinated closely with the NIKE team, ensuring a seamless fusion of both brands in an authentic and impactful way. This involved unifying the visual identities of NIKE and NBRO across all touchpoints. I managed the creative direction and art direction, overseeing both print and video production to maintain a cohesive brand message. From designing the official race kit to executing comprehensive social media campaigns, every detail was meticulously planned and executed to highlight the collaboration’s authenticity and resonance within the running community.

Outcome/Results: Our efforts resulted in a remarkable impact, with over 400 international runners participating in the shakeout run. The NBRO x NIKE race kit garnered international attention, being shared by influential Instagram channels and creating a buzz in the running community. The seamless integration of NIKE and NBRO’s visual identities provided a unified brand experience that resonated globally.

Reflection/Lessons Learned: Working on the NIKE x NBRO collaboration taught me invaluable lessons about balancing brand integrity with community engagement. Coordinating with the NIKE team highlighted the importance of clear communication and strategic alignment. The project reinforced that authenticity is key when merging brands—ensuring that the collaboration felt genuine and resonated with the community was crucial. By maintaining a focus on quality and storytelling, I learned that successful partnerships require both meticulous planning and a deep understanding of the audience.