# @tatumbrandt on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DFdLWxTRJu1
- **Gondola URL:** https://gondola.cc/posts/32179801-tatumbrandt-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/2fd99af05a.jpg
- **Posted:** 2025-01-30T16:14:35.000+00:00
- **Account Owner:** Tatum Woosley Brandt (@tatumbrandt) — https://gondola.cc/tatumbrandt

## Caption

Ok I think this is early signs of the new Nike brand strategy in action 👀

Welcome to the @nikerunning After Dark Tour: a women’s race series taking place in six cities around the world. 

The genius thing about this is that Nike isn’t just hosting events. They’re creating an ✨ecosystem✨ for runners. This is a fusion of performance marketing, digital tools, and live activations.
 Think:

👉 Daily engagement through the Nike Run Club app with custom training plans for the 10K and half-marathon race distances

👉 In-person events that forge community like post race parties

👉 Custom gear that makes participants feel like they’re part of something bigger

Now Nike isn’t doing anything new here, this is all a part of this rise in marketing strategy we’re seeing across sport brands. Look at Bandit’s NYC flagship, a hybrid space that’s part store, part coffee shop, and part event hub. Or On’s Track Nights, blending races with music festival vibes. Even lululemon’s ultramarathon brought women runners together to run three thousand miles in six days. 

Community-driven marketing plays are a huge win and Nike hopes it’ll bring them back to the top. Will it?

#nikerunning #runclub #sportmarketing #marketingstrategy #brandstrategy #womenssports

## Stats

- **Views:** 14,102
- **Likes:** 1,528
- **Shares:** 0
- **Comments:** 26

## Credits

| Name | Username | Profile | Role |
| --- | --- | --- | --- |
| Trayvion Biddle | @traybiddle | https://gondola.cc/traybiddle | Video Editor |

## Tags

brandstrategy, marketingstrategy, womenssports, sportmarketing, runclub, nikerunning

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