Nike’s origins are in running and the community around it.

The first 'waffle sole’ running shoe was born of coach Bill Bowman’s desire to help his team get better - he experimented with rubber and his family waffle iron to make it happen.

40 years on, Nike has a huge global running community with its Nike+ Running service. But they wanted to build new, local communities online too.

Our idea for launching their Nike Running UK social channels was to work with local running clubs and find the most charismatic and inspirational coaches and figureheads to set things off.

Charlie Dark - DJ, poet, polymath - is the founder of London’s Run Dem Crew. Over a couple of hot days in spring we met with him at his recording studios, the club HQ in Shoreditch and the track at Mile End Stadium. We spent time talking, interviewing and observing to make a two part short film about how he got into running and what makes the club life special. 

Credits

Agency: AKQA

Associate Creative Director: Simon Schmitt

Senior Copywriter: Guy Bingley

Social Media Manager: Chloe McCloskey

Film Direction: Joe Roberts

Film Production: pd3

Photo Credit: Tom Hull