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Nike
Nike Afterhour Tour
Run
Mexico City
June 2025
Experiential, Social
Context
The Nike After Dark Tour is a global series of night runs designed to empower, connect, and celebrate female runners. This tour takes place in various metropolises around the world, including Sydney, Shanghai, Seoul, Mumbai, and Los Angeles, covering a distance of 21 kilometers (half marathon).
The tour arrived in Mexico City on Saturday, June 21, for a special event at an iconic running location: Ciudad Universitaria (CU).
Objective
The event aimed to offer an immersive post-race experience for participants of the 21K After Dark Run and to strengthen Nike's presence through entertainment and culinary offerings. The proposal was to create a nocturnal celebration space that merged sport and urban culture, as well as to efficiently manage the overall production, stage, hospitality, and food court.
Challenge
The Idea
The central idea of the After Dark Tour was to transform the parking lot of the iconic Olympic Stadium at CU (UNAM) into a vibrant epicenter of nocturnal energy to celebrate the runners after their race.
We identified an opportunity to extend the Nike race experience beyond the finish line and offer a festive atmosphere—featuring DJs like RB and DJ MIR—that would resonate with our young and active audience. We included a diverse food court, with options ranging from pizzas to esquites, which met the need for recovery and celebration after the effort and became a key point for social gathering and comfort. Additionally, the hospitality area provided an exclusive space for special guests, while the Nike stage design reinforced the epic character of the night.
How did we achieve it?
The implementation of the After Dark Tour began with the complete transformation of the stadium parking lot at CU. The stage setup was planned and executed, including the full integration of Nike and the After Dark Run concept. In parallel, the hospitality area for special guests was designed and set up, and the food court was organized with the participation of various gastronomic providers such as Piazza Pasticcio, Café de Nadie, Donas Americanas, Papa Checo, Overy Suite, Tacos Juan, Nevería Roxy, Esquites Durango, and Poh Kay, in addition to performances by seven artists and DJs: RB, DJ MIR, AZN, ЛАЗ, PAND, RU, RUN.
