During the pandemic, when Nike Run Club Members couldn’t rely on working towards their regular goals like marathons or 5K races, some felt lost, some stopped running. Untold Fable were challenged with creating content for the NRC app that would get them motivated and back out on the road. Our approach was to shift focus from performance to feeling, tough love to self-love and from the future to now. 

Run For Now is a creative platform for the NRC app that celebrates the joy of running for today, with three distinct content series focusing on its immediate (as well as long term,) physical, mental and emotional benefits.

We knew films telling the stories of people who do just would be the most inspiring approach, and we knew we wanted to reflect diverse experiences from around the world. By tapping into our global network of award-winning production talent across four continents, we were able to create impactful contributor-led films for Nike’s apps and social channels, going live in six markets during lockdown. Our approach, with director Kate Cox leading remote crews from London, meant the content retained its Run for Now red thread and Nike quality, while also feeling authentic to its place. 

Untold Fable led every stage of creative development and production, delivering six videos, 10 articles and 20 stills.