Nike Gets Spirited Away on Shanghai’s Streets

Running in Shanghai is not easy... Air pollution, fast-walking pedestrians and mad transportation are constant obstacles obstructing runner’s exercise routines.

So, to celebrate those that don’t let anything stand in the way of their run despite tough conditions, Nike China has partnered with W+K Shanghai to decorate runner’s routes and remind them that they are unstoppable.

The campaign transformed Shanghai into a street art gallery by featuring eight bespoke art pieces from different street artists.

Before the launch of the campaign, Century Park’s 5km running path was adorned with running-inspired stickers (below) that were noticeable but non-intrusive to runners.

The bespoke artworks told the story of different Shanghai runners, such as that of Xu Yun – who ran a half marathon after missing the entry for the Shanghai Marathon for three consecutive years. Animated videos of each runner's story have now been uploaded online.

Acclaimed street artist WK Interact, ilovedust and Shotopop are some of those that have participated on the project, but each art piece has a nearby plaque that identifies the artist and runner. Readers will be directed to Nike’s City Page via a QR barcode that reveals more about the initiative, but information is available only in Mandarin.

Nike also featured the campaign at the Shanghai Marathon (above) and recorded marathon runners crossing the finishing lining on a virtual mural through its mobile app.

Eight hours after they had finished, runners could find their portraits online, download and share them. W+K Shanghai hopes that the mural will make it off the page and exist permanently on a five-mile-long wall somewhere in the city – to serve as a constant tribute to the city's dedicated runners.