Mass Consumer Exprience
Nike helped hundreds of thousands of runners from across the world to participate in a simultaneous celebration of running and music. It was Slice's role to make this happen in London, plus advising on and co-ordinating elements of the campaign across 10 major cities.
The Nike Human Race concept was designed globally to inspire people who would not usually participate in competitive or mass running events to try their first 10k. In London, Slice needed to identify an iconic location that would capture the imagination, and provide an additional music experience that would help convince even non-runners to take part.
Our solution was to base the event at the world’s most famous stadium: Wembley. The event attracted over 30,000 runners, who Slice treated to an unforgettable gig featuring Moby, Pendulum and Carl Craig. We also managed an "as live" satellite link up to the Paris NHR event, where Kelly Rowland headlined. The simultaneous nature of the campaign remains a unique achievement.
Slice was awarded Best Brand Experience for Nike Human Race at the 2009 Event Awards.
Hundreds of thousands of runners prepare to race
Performers such as Moby warmed the crowd up
Participants ran through the streets of London
