Championing Safer
Running Communities
Come Run With Us
The Story:
Millions of people run every day, but many of them run with fear, anxiety, and even PTSD because running alone can be risky. The headlines buzz with stories of runners being attacked, raped, or robbed, of cars swerving into their way, and of women, LGBTQIA, and BIPOC populations, in particular, being harassed and degraded for being who they are. Nike wanted to be part of the solution with a series of films exploring how different running communities across Europe support each other and ensure one another’s safety. Within Nike’s larger campaign of Runners Helping Runners, Red & Co. created and produced a suite of films across London, Milan, and Berlin, featuring runners and clubs facing the safety problem head-on, and together.
Millions of people run every day, but many of them run with fear, anxiety, and even PTSD because running alone can be risky. The headlines buzz with stories of runners being attacked, raped, or robbed, of cars swerving into their way, and of women, LGBTQIA, and BIPOC populations, in particular, being harassed and degraded for being who they are. Nike wanted to be part of the solution with a series of films exploring how different running communities across Europe support each other and ensure one another’s safety. Within Nike’s larger campaign of Runners Helping Runners, Red & Co. created and produced a suite of films across London, Milan, and Berlin, featuring runners and clubs facing the safety problem head-on, and together.
Millions of people run every day, but many of them run with fear, anxiety, and even PTSD because running alone can be risky. The headlines buzz with stories of runners being attacked, raped, or robbed, of cars swerving into their way, and of women, LGBTQIA, and BIPOC populations, in particular, being harassed and degraded for being who they are. Nike wanted to be part of the solution with a series of films exploring how different running communities across Europe support each other and ensure one another’s safety. Within Nike’s larger campaign of Runners Helping Runners, Red & Co. created and produced a suite of films across London, Milan, and Berlin, featuring runners and clubs facing the safety problem head-on, and together.
The Insight:
Over and over, our research showed that one of the best ways to run is in groups. It provides safety in numbers and minimizes the fear, allowing runners to just focus on running. Leaders like Dora Atim of Ultra Black Running are changing not just how we run, but where. Clubs like Milan’s Flying Girls, Berlin’s Wayv Run Kollektiv, and London’s Ultra Black Runners are ushering in a new consciousness in running that’s not only about how fast you are, but how running can support safety and community on and off the streets.
Over and over, our research showed that one of the best ways to run is in groups. It provides safety in numbers and minimizes the fear, allowing runners to just focus on running. Leaders like Dora Atim of Ultra Black Running are changing not just how we run, but where. Clubs like Milan’s Flying Girls, Berlin’s Wayv Run Kollektiv, and London’s Ultra Black Runners are ushering in a new consciousness in running that’s not only about how fast you are, but how running can support safety and community on and off the streets.
Over and over, our research showed that one of the best ways to run is in groups. It provides safety in numbers and minimizes the fear, allowing runners to just focus on running. Leaders like Dora Atim of Ultra Black Running are changing not just how we run, but where. Clubs like Milan’s Flying Girls, Berlin’s Wayv Run Kollektiv, and London’s Ultra Black Runners are ushering in a new consciousness in running that’s not only about how fast you are, but how running can support safety and community on and off the streets.
Hero Film
London’s Ultra Black Runners
Berlin’s Wayv Run Kollektiv
Milan’s Flying Girls
The Production:
We partnered with Topaz Films, a women-led production company, to help tell these runners’ stories. Sylvie Weber and Anouk Shad’s experience as women and documentary filmmakers meant they could connect to the runners’ experiences as well as bring creative ideas to the table.
We partnered with Topaz Films, a women-led production company, to help tell these runners’ stories. Sylvie Weber and Anouk Shad’s experience as women and documentary filmmakers meant they could connect to the runners’ experiences as well as bring creative ideas to the table.
We partnered with Topaz Films, a women-led production company, to help tell these runners’ stories. Sylvie Weber and Anouk Shad’s experience as women and documentary filmmakers meant they could connect to the runners’ experiences as well as bring creative ideas to the table.
The Project:
With the films came the opportunity to connect viewers via mobile to IRL Nike team runs in targeted cities and to the Nike Run Club. The global reach of the films, complemented by the compelling stories from these real-world running events, evoked delight and praise.
With the films came the opportunity to connect viewers via mobile to IRL Nike team runs in targeted cities and to the Nike Run Club. The global reach of the films, complemented by the compelling stories from these real-world running events, evoked delight and praise.
With the films came the opportunity to connect viewers via mobile to IRL Nike team runs in targeted cities and to the Nike Run Club. The global reach of the films, complemented by the compelling stories from these real-world running events, evoked delight and praise.
Response to Berlin and London Films
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