Nike aims to build hype in run-up to Tokyo night race

Client: Nike

Agency: Wieden + Kennedy Tokyo

Market: Japan

Scope: Online video, event

Details: ‘Night Racers’ can be seen as a warm-up to a one-mile night racing event, the Tokyo Fastest Mile, in the Marunouchi district of the city on 30 August, and is part of Nike’s ongoing ‘So fast’ campaign. Director Keisuke Hakomori worked with Wieden + Kennedy for the video, which comes in both 20- and 60-second formats.

From the press release: “After midnight in Tokyo, one quiet street is dominated by the street racers. In an underground, high stake race that gets hearts beating and feet stomping, these racers push themselves to the limit. Because when you’re this fast, you’re not just a runner. You’re a Night Racer.”

Campaign’s view: We like the allusion to illegal car racing. Not a great deal happens in the videos, but the longer one is decidedly more atmospheric. In the end it’s the race itself that will be the main event, which we also think is a good thing.

Details of the race can be found on Nike’s website.