As someone who’s recently started running, there’s nothing more encouraging and supportive than finding a community that makes the journey feel less intimidating. That’s exactly what Nike created for the launch at 70 Bree Street in Cape Town, last month Wednesday, 15 October.
“If you have a body, you are an athlete”, was the bold mantra displayed reinforcing Nike’s inclusive philosophy and its commitment to making sport accessible to all. Large LED screens and a poster-style route map wrapped itself around the walls of 70 Bree Street, setting the tone for a night that celebrated movement, innovation and connection. The event marked the kick-off to Nike’s activation for marathon week in the Mother City, which ran from Wednesday to Sunday.
Stepping into the venue, I was immediately met with a wash of vibrant neon red — a glow that mirrored the energy and enthusiasm of everyone inside. The air buzzed with bass from Major League DJs who kept the tempo high, setting the perfect post-5km shake-out atmosphere. “It’s so good to see so many people sweating – not just me!”, we heard from the DJ booth. It felt like joining the crew.
Photography by Azee Green
At the event, Nike unveiled their newest Pegasus, Vomero and Structure models — built to carry runners of all levels and innovating with design of the Pegasus Premium, Vomero Plus and Structure 26 models. Trailing the shoes on was encouraged, as it was built into the experience. A row of sleek treadmills lined the upstairs space, inviting us to test the shoes in real time. The evening combined product innovation with lifestyle experiences, creating a multi-sensory environment that reflected both the athletic and cultural heartbeat of Cape Town. This hands-on testing was complemented by a series of activations designed to mirror the full running experience — from preparation to recovery.
Around the Innovation and Recovery Lab floor, these activations brought the brand’s lifestyle ethos to life. There was a nail bar adding a touch of self-care flair, sneaker cleaning stations keeping everyone’s kicks fresh and compression boots that offered a glimpse into recovery techniques. Just by running in the newly launched shoes, you stood a chance to win prizes from the old-school arcade game. The T-shirt screen printing corner was buzzing too — a creative nod to seeing your running identity unfold in front of you.
By creating a space where newcomers and seasoned runners could interact, share experiences and celebrate movement, Nike reinforced its position as a sportswear leader and as a driver of connected, active communities.
Photography by Azee Green
The launch event marked the start of a week-long celebration of community, consisting of an evening 5km Run with Cater Semenya and Jozi Run Crews, a morning Shake-Out Run on Saturday as well as a Post-Race Recovery Zone by Hyperice and closing celebration on Sunday. All week ongoing activations included elevated trailing to test the latest Nike innovations on foot, a shoe cleaning and customisation station, a nail bar and DJs as well as the Nike Café / Community Hub which was open daily.
The events resonated the shared joy of movement, created by a space where running meets culture, recovery works with play and every runner — seasoned or new — feels a sense of belonging.
Written by Grace Crooks
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