Build a scalable content engine with creators across diverse running communities - generating authentic stories and moments that fuel desire, drive engagement, and keep Nike at the center of running culture.

With women’s participation in running continuing to surge alongside the rise of run clubs as social communities, Nike needed the Vomero 18 to show up inside the culture, not outside it. Through creator-led storytelling across TikTok and Instagram, the shoe became part of real training journeys, group runs and everyday styling moments - driving conversations around comfort, performance and identity within modern running culture.