Strategy in Motion: Nike x Hibbett Run Clubs
When Nike and Hibbett set out to grow their presence in the running category, they knew success would take more than a great product — it would take a great community.
The solution? Run Clubs.
We partnered with Nike and Hibbett to bring runners together in Huntsville, AL and Greensboro, NC for two high-energy community events celebrating the launch of the Nike Vomero Plus — and proving that authentic experiences move brands forward faster than any campaign alone.
Why Run Clubs?
Runners don’t just buy shoes — they live in them.
By embedding the Nike Vomero Plus into the fabric of existing running communities, Nike and Hibbett tapped into something traditional marketing can’t replicate: trust, authenticity, and shared purpose.
These weren’t ads. They were moments of belonging.
Each event celebrated local run culture, encouraged trial, and turned everyday runners into brand advocates.
The Experience
Participants were invited to take on a 3-mile community loop, trialing the new Vomero Plus in real conditions.
To create an experience that felt as energizing as it was meaningful, we layered the run with touchpoints that reflected Nike’s performance DNA and Hibbett’s community roots:
🎧 A live DJ setting the pace and elevating the atmosphere
🍔 Local food vendors fueling the post-run celebration
💪 Recovery stations offering hydration, stretching, and rest
🎁 Personalized touches like branded gear and community shoutouts
The result? A run that felt less like a marketing event — and more like a movement.
The Impact
Despite rainy conditions, turnout and energy were high — especially among 18–25-year-old runners, a core audience for growth in the performance category.
Highlights included:
🌧️ High participation despite weather challenges — proof of strong community connection
👟 Product trial wins, with many runners loyal to competitor brands testing the Vomero Plus
💬 Positive sentiment across social and local channels, with participants praising the “community feel” and “genuine energy” of the events
These activations went beyond product demos. They became trusted, repeatable community moments that built long-term loyalty.
The Bigger Picture
The Run Clubs weren’t one-offs — they were the start of a year-long Nike x Hibbett partnership centered around authentic community engagement.
At Tara Wilson Agency, we’re proud to have partnered with Nike and Hibbett to bring these moments to life — and to show how strategy rooted in connection drives lasting results.
When brands prioritize community over campaigns, they don’t just move product — they move culture.
Ready to Build Strategy That Moves?
If your brand is ready to move beyond one-off activations and build deeper community engagement, let’s talk.