Nike After Dark Tour
Nike After Dark Tour is an immersive running experience designed to celebrate and empower women through running. For the London stop of the global tour, Hypebae partnered with Nike to capture and amplify the event through social-first and editorial-led content, delivering real-time coverage, athlete storytelling and post-event amplification across Hypebae channels
What We Delivered
Editorial
11/25
Social Media
11/25
Approach
We developed a four-phase media strategy to maximise content capture and distribution across key moments of the event. This began with live race-day coverage, capturing and publishing content in real time as the experience unfolded. We then conducted social-first interviews with Nike Running athletes ,creating authentic, platform-native content. Post-event, we delivered a detailed editorial recap supported by bespoke stills captured on the day, before extending the narrative further by spotlighting Nike’s Rebel Runners from across Europe. All content capture, editing and publishing was managed on the ground to ensure speed, relevance and consistency across channels.
Result
The project delivered two social-first video assets and ten stills, all captured on event day. Content launched across Hypebae, Hypebeast’s female-centric platform, spanning TikTok, Instagram and hypebae.com. The work supported Nike in extending the impact of After Dark Tour beyond race day, reaching key female audiences through timely, culturally relevant storytelling.
