Runners from all over Toronto gathered throughout the month of August to celebrate races with NIKE Unlimited. At Little Italy, Little Portugal, Greektown, and Chinatown, NIKE wanted to find a creative and unique way to showcase the new Colourway shoe and to cheer on athletes at the starting point of the run. Instead of opting for traditional media placements, large resonating chalk pieces with contrasting colours were produced. The new Unlimited Colourway included colours such as a vibrant yellow, a bold pink and bright orange, gradients of which were included in the iconic Nike “swoosh”. Our artists were handpicked for their incredible talent. They mixed paints and chalk to replicate the colours perfectly. With tricky visuals and specific fonts selected, our chalk artists had to work over 10 hours overnight per chalk mural to pay attention to every detail.
Runners adored and connected with the murals, pre and post run, by taking pictures with the artwork and triumphantly posting them on social media.
Agency: Jungle Media