To celebrate Joan Benoit Samuelson’s groundbreaking gold medal at the women’s Olympic marathon in 1984, Nike launched a bold, team-based challenge: The Victory Relay. Held at the iconic LA Coliseum, the event invited eight-woman teams to run a combined 26.2 miles in an effort to beat Joan’s time of 2:31:04. Our job: bring it to life.
The runners weren’t the only ones racing the clock. With just four weeks to deliver, we embarked on a massive programming effort for Nike that included:
•Creative concepting and design
•Staffing and vendor sourcing
•Venue management
•Installation of branding elements
•A fully built-out athlete village
•Athlete tracking
•Ground game support On race day, 40 teams stepped up to the starting line for what proved to be an unforgettable race. The success of the Victory Relay didn’t just meet expectations – it surpassed them. So much so that Nike immediately asked us to start planning the next one.
