Turning Moments into Momentum at the After Dark Tour
Nike’s After Dark Tour in Los Angeles was more than a race — it was a celebration of sport, empowerment, and community. And we were proud to help bring that moment to life for 12 Hibbett team members in a way that went far beyond the starting line.
From coast to course — we designed and executed a fully immersive Nike Running experience, built to turn retail teammates into energized, informed brand advocates.
Here's How We Did It:
Shakeout Run + Hike — We kicked things off with a custom shakeout run in Santa Monica, outfitting the Hibbett crew in Nike Running gear and setting the tone for the weekend.
Private Yoga Session — Next, we held a recovery-focused yoga class to connect movement with mindfulness.
Community Dinner — We wrapped the day with an team dinner and roundtable discussion where runners of all backgrounds connected, creating space for reflection and shared energy heading into race day.
Race Day Immersion — The Hibbett team experienced the full After Dark moment, side-by-side with thousands of other Nike runners.
But this wasn’t just an itinerary — it was a brand-building strategy.
Each moment was curated to build connection, deepen product understanding, and create emotional equity that travels back to Hibbett stores across the country.
Why It Worked:
Immersion turns team members into storytellers.
Strategic touchpoints build lasting brand belief.
Experience-first training builds internal advocacy better than any deck can.
Want to learn how we build experiential moments that drive brand love across retail, beauty, and sports?
Let’s talk about what’s next.
Tara Wilson
Founder and CEO: Tara Wilson Agency