The challenge was to change the perception of Nike amongst hardcore runners from that of a fashion accessory to that of a serious running brand. It was realised that hardcore runners do not care what they look like when they run. In fact, to them, buckets of sweat and chafed nipples are badges of honour. This brochure celebrates the reality of running, the sweat, the smells, the hideously pained expressions. It also feeds hardcore runners' insatiable appetite for geeky technical information. Hardcore runners instantly connected with the line because it talks to them on their level. Feedback in-store and blogs on runner's websites revealed that they really liked Nike's change of direction away from glamorous athletes and to a more genuine, insightful message.
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