As a continuation of Nike’s mission to invite more women into sport, they launched the After Dark Tour, a series of late-night women’s races in six cities around the world. The Bench helped Nike bring the LA edition of the tour to life by organizing and building out activations leading up to race day. These included a kickoff event, retail experiences, race-day transport for Students Run LA, and a post-race party at the Nike Well Collective.
This project was all about collaboration, as there were multiple agency partners managing different aspects of the race. To keep all the moving parts running smoothly, we built a tracking tool to manage shared assets like signage and merchandise. We also acted as a central hub of communication to ensure that everyone was in the loop as activations took place across the city.
