Problem

Nike had hit critical mass with avid runners. In order to grow they made Joyride, a shoe designed to reach a new growth audience: reluctant runners. They’re curious about running, but intimidated by it, too.

Insight

Most beginners aren’t chasing the finish line. They just want to know it’s normal for the start to feel hard, and that it won’t totally suck once they get going.

Solution

In a bold departure from typical running ads, Nike partnered with Ilana Glazer, the beloved comedian, truth-teller, and unapologetic non-runner, to launch Joyride with a series of shorts. Instead of glorifying running, she questions it. Instead of grit, she brings levity. And in doing so, she reframes running as something normal people might actually enjoy.

1B+

earned media impressions

100%

positive earned sentiment

100%

2019 incremental growth attributed to innovation like Joyride