Hit The Wall by Nike
Nike Running blends technology, performance, and human spirit to celebrate the transformative power of running. For the Copenhagen marathon in May 2024, Mutant agency challenged us to design an unforgettable brand activation for this branch of the Swoosh.
Every marathon runner knows and dreads the notorious “wall” after 30 kilometers, when legs give out, morale plummets, and continuing feels impossible.
Enter “When you hit the wall, hit it back” at the 30 km mark. In close collaboration with our partner ARF&YES, we created a massive run-through water wall brand activation. It featured a closed loop with a bassin for the water cycle and a programmed “HIT THE WALL BACK” and “RUN” as text in the falling drops. In true Nike style, 12,000 runners hit their running wall back while finding refreshments to finish the marathon.
