ALPINE RUN PROJECT
A run club for teens that took Nike ACG from the city streets to the mountain peaks.
(CLIENT)
Nike ACG
(YEAR)
2022 - Present
(MY ROLE)
Strategist
(AGENCY)
Youth Beyond Borders
It was 2022 and run clubs were having their moment.
Nike should have been the obvious brand to own it. Instead, On and HOKA got there first and started taking market share.
Meanwhile, a new generation of runners looked at ACG and didn't see anything worth the money.
Strategy.
Everyone was fighting over people who already run. We started with the ones who don't.
Through a one-week research sprint, we split young people in the UK into three segments and looked at the tensions between them and the outdoors.
The biggest one was access. Private school students have 10x more outdoor space than their state school counterparts.
If the mountains belong to anyone, they should belong to everyone.
Creative.
Enter the Alpine Run Project, a new run club for teens built around one line: "From the City Streets to the Mountain Peaks."
We teamed up with Nike athlete John McAvoy to be the face of the programme, a documentary about the first year of the programme went on to land on Amazon Prime, and Nike ACG ultimately committed to becoming our headline partner.
CEO: Jasper Kain
Production: Barak Gnoma, Diego Caicedo-Galindo, Nazneen Jassat, Shivani Dodhia, Marek Sthalekar, Nathan Phua
