Nike uses hyper-local OOH messages to motivate runners at the Chicago Marathon

Nike Running has taken its motivational messaging to the streets of Chicago with a hyper-local out-of-home (OOH) campaign along the Chicago Marathon route. Placed by billups, the campaign uses a series of billboards to deliver messages tailored to the experience of runners, bringing the brand’s communication directly into the event environment. 

Featuring bright yellow-green creatives with bold red typography, the billboards use short, punchy lines to connect with runners as they make their way through the course. Messages such as “Kick Asphalt”, “One More Half to Make You Whole”, “Here Comes the Second Course”, “The Bad News: This Is Just the Start” and “The Good News: This Is Just the Start” draw on the physical demands and mental challenges of long-distance running. 

Rather than repeating a single campaign message across locations, the execution uses different lines to create a sense of progression along the route. The copy plays with runners’ expectations, acknowledging the difficulty of the marathon while encouraging them to keep moving. The result is a campaign that speaks to the immediate experience of its audience rather than simply promoting the brand.