AFTER DARK TOUR MEXICO CITY WAS MUCH MORE THAN
A NIGHT RACE—IT WAS JOURNEY THAT REFRAMED
RUNNING FOR HER IN MEXICO AND LATIN AMERICA
After Dark Tour was a statement. We created a full journey to prepare women for the most
epic women’s running event in Latin America, blending sport, culture, and community
into one unforgettable night. With a sharp strategy that ruthlessly served Her at every
step, we pushed beyond the expected and brought her running dream to life, together.
OVERVIEW
BIG NUMBERS
RACE SOLD OUT IN 5 DAYS
CROSSED THE FINISHED LINE
DELIVERY VALUE
& REGISTRATION
TRAINING
TRAINING
Objective: drive excitement and invite Mexico’s women runners to join the After Dark Tour—a first look at Nike Women’s Race Series 2025.
12.12
We brought together a powerful and diverse squad of 15 runners—Coaches, Ambassadors, Elite Athletes, and Creators—who joined us in communicating everything about After Dark Tour 2025 throughout the whole journey. Led by Andrea Cantarell, Nike Mexico Running Trainer, their impact and presence were key to the success of the project.
Additional to the Squad, our Collective, a group of 155 women, helped us generate awareness of the full journey starting with the Vomero 18 launch, IRL Training Sessions and our Race Week programming.
ATHLETES
MKT
INFLUENCERS
PARTNERS
CREATORS
EDITORS
PARTNERS
On December 12th, they all shared the first hint: a Nike Women’s Race Series was coming to Mexico City in 2025.
& REGISTRATION
1.18
On January 8th the After Dark Website went live, global social started fueling the conversation, and our Squad and Collective boosted the buzz. The word spread fast: runners were paying attention. We opened registrations with a first come, first serve model.
We invited runners to register through a targeted social media campaign, focused on Her. We also amplified ADT Squad content to connect authentically with Gen Z.
Nike.com and Nike App dedicated the most important spaces to announce the race.
PRODUCT WALLS
(ALIGNED VS BAU)
Objective: Deliver a holistic journey, both physically and digitally, to ensure Nike is her trusted partner to get prepared for Race Day, by giving them all the tools needed to push beyond the comfort zone.
As a fundamental component to keep her motivated to reach her running dreams, during the previous months of the Race we made sure to be present where she is with messages and content that encouraged her commitment.
Through Brand Media, we were present at running hot spots, key city spots, and audio platforms (a very strong channel we tested for the first time).
Through Comms, we selected a thoughtful group of women with a strong interest in running and an authentic connection with their audiences. Their participation helped amplify the experience across top-tier media outlets, including:
ELLE Instyle Meow Telokwento
Broadcast coverage also included:
Radio Disney Radio Chilango
Elle Mexico dedicated its June cover to ADT, marking a milestone in cultural storytelling and style-driven positioning. This collaboration featured Alegna González, Nike and Olympic athlete, Mexican record-holder in race walking, and recent gold medalist in the 4th International Madrid Race Walking Grand Prix. This was extended beyond print, becoming a multi-platform campaign that bridged generations of women by pairing athletic excellence with a fashion-forward voice.
We were present in key running hot spots with OOH placements and in Spotify, with new audio formats to connect with our consumer.
Starting in SP25 and SU25, we seeded our innovation, Vomero 18, plus Apparel, some Hyperice guns, and After Dark Tour Merch, to our After Dark Squad and Collective. They elevated the benefits of the product and its importance for the Training journey.
We teamed up with our ADT Squad to inspire, connect, and show up for her, every step of the way, through personalized product walls that each athlete curated for training, running, and recovery—making it easier than ever to shop with purpose.
(94% IN THE NIKE APP)
(+10BPS VS BAU)
(-10BPS% VS BAU)
We created a 12-week personalized
journey to support runners from the
very first steps of their training up to
race day. Each weekly push
notification delivered relevant
coaching tips, leading them to AGRs
in NRC based on their weekly stage.
This plan included 12 AGRs localized
with Nike Mexico running trainer:
Andrea Cantarell.
To deliver a fully holistic experience, we designed a 3-month training journey powered by the After Dark Squad, partners, and key Retail doors, to ruthlessly serve her. Metta Running House, Grupo Axo, Innovasport, Síclo, and Nike Rise Madero (our ADT Hub), hosted these experiences across the city and helped us connect with a wide range of runners.
The ADT Squad led the charge—led the sessions, mobilized their communities, and fueled the momentum from start to finish. The journey spanned 22 sessions that included: runs, strength, stretching, expert talks, and a final Shake-out Run at one of the city’s most iconic running spots.
3 MONTHS
DOORS
We brought 15 store athletes and 9 VMS teammates into an inspiring running journey as part of our collective — powered by Nike trainers, EKIN-led experiences, and seeding support. Over several weeks, they trained, transformed, and discovered the true power of sport. The result? Every single participant crossed the finish line — not just as attendees, but as runners. Runners who now carry the confidence and authenticity to build deeper connections in our doors.
- “From today, running will be part of my life.”
- “This helped me believe I can achieve anything.”
- “One of the best experiences of my life. Thank you, Nike.”
RACE WEEK
Objective: Serve runners throughout race week in a way that she has never experienced before.
We reached them on their way to the race by being present in public transportation spots
near CU. We took over the Metro and Metrobus stations to accompany runners to the
starting line.
Nike Rise Madero was transformed in the official
house of ADT were our runners experienced
a Pre-Race journey like never before.
A cross 5 days we offered them one of a kind custom
experience, product, gifts with purchase, and store
athlete service.
KEY HAPPENINGS
- Exclusive days for: Employees, Media, Influencers
& Nike Fam, Soy Corredora & Metta Runners - Bra Fitting Service led by EKINS
- Cheering poster Service
- Get Ready with Me x Sephora
- Nike By You ADT Custom (Sports Bra + Tee)
The rain came down, but she didn’t stop.
Under the weight of the weather and the pulse of the city, +8,500 women laced up, locked in, and ran through the storm. Every stride, a statement. Every finish, a spark. It wasn’t about staying dry. It was about showing up for herself, for her crew, for something bigger.
This wasn’t just a race. It was a night that belonged to her.
SUITE
Where the race ended, and the reset began.
After pushing their limits in the rain, runners found
their home base at the Recovery Suite. Designed as
the ultimate cool-down space, it became the go-to
spot for runners to reconnect, reset, and reflect.
From physical recovery to emotional release, every
detail was crafted to serve HER.
RECOVERY SUITE WAS MORE THAN A RECOVERY SPACE. IT WAS A
MOMENT OF CARE, ENERGY, AND CELEBRATION.
The Celebration moment hosted two major local DJs — Emisopa
& DJ Mir — that put our runners to dance and enjoy alongside their
friends and family. Our female consumers were also able to
recharge with several food and beverage options from local
restaurants.
Our main talent performance — Young Miko — as well as our drone
show were not able to happen due to safety reasons regarding the
heavy rain that surprised all attendees, however it generated a lot of
interest and excitement from runners.
Objective: This isn’t over. We’re building a legacy. Through our ongoing partnership with UNAM—Latin America’s top university—we’re committed to shaping the future of sport for women.
Together, we aim to foster long-term change, create more access, and continue empowering the next generation of female athletes.
As part of the After Dark Tour, Nike joined forces with UNAM to reimagine what
access to sport can look like when safety, community, and innovation lead the way.
Through a shared commitment to progress, we will partner to make sport safer
and more inclusive for women, while also sparking the imagination of the next generation
by enhancing access to UNAM’s athletic facilities for youth.
Together, we didn’t just light up the night — we lit a path forward to create a more
equitable future in sport.
“I GOT GOOSEBUMPS ENTERING THE STADIUM AND CROSSED THE FINISH LINE HOLDING HANDS WITH MY MOM”
- CARLA
“MORE THAN A HALF MARATHON, IT WAS A SOCIAL CULTURAL REVOLUTION FOR FEMALE RUNNERS”
- NATALY
“THIS RACE WASN’T THE END. IT WAS THE BEGINNING OF EVERYTHING THAT’S NEXT FOR ME”
- NORMA
on desktop.
for larger screens.
