Nike • Just A/Run
2022 • XR • Shoes • United States • North America
Nike did the "Just A/Run" campaign using augmented reality technology to provide a new perspective on running.
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The main idea of the campaign was to reframe the way athletes, particularly Gen Z women, see running by using augmented reality technology to create a more exciting and inspiring running experience. Nike aimed to make running feel less serious and more inviting by bringing in special effects during the run and creating a new lens through which runners could see the sport and their community.
The campaign aimed to lower the barrier of entry for new runners and make running and sports in general more enjoyable and accessible.
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The challenge of the Just A/Run campaign was to engage Gen Z women and provide them with a more inviting and less competitive experience of running. Nike aimed to reframe the way athletes see running and make it more accessible to new runners.
The use of augmented reality technology in Snapchat's Spectacles was employed to create a one-mile run that incorporated special effects to energize and inspire runners, while also introducing a new lens through which to see the sport and their community.
The goal was to lower the barrier of entry and make running feel more fun and less serious, ultimately encouraging more young women to participate in sports.
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The target group of this campaign was Gen Z women who may find it difficult to relate to the competitive running scene. The campaign aimed to engage this audience by reframing the way athletes see running and making the sport more inviting and less serious.
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The results of the Just A/Run campaign were highly successful in engaging Gen Z women and redefining the perception of running as a sport. The world's first real-time, augmented reality run created a sense of magic and excitement during the one-mile run. The use of Snapchat's next generation Spectacles and pl.ai's augmented reality technology brought special effects to life, inspiring and energizing runners. The campaign successfully lowered the barrier of entry for new runners by reimagining traditional raceday elements in a fun and inviting way.
Overall, the Just A/Run campaign achieved its goal of reframing the way athletes see running and making the sport more appealing and accessible to a new generation of runners.
