The Must Win Six
Nike Running x Intersport
The Everyday Runner
Campaign Strategy
Campaign Framework
Social & Digital Content Creation
Art Direction
Film Direction
The challenge
To continue Intersport’s seasonal campaign for the Nike’s 'Must Win Six' pack. Incorporating our 'sensation' iconography into a naturalistic, aspirational vision of the non-elite running experience, focusing on the Nike Pegasus 40 and the Nike Winflo.
The aim
To educate the ‘everyday runner’ on which shoe would best suit their running needs in an easy-to-understand, jargon-free manner. The messaging should focus on core running benefits and product feel (e.g. 'cushioning' or 'springy') rather than overwhelming technical details.
The how
An accessible, optimistic campaign built around the muse of the everyday runner which, in turn, would help connect them to the shoes that can support them in their own running journey.

To develop a campaign for the release of the Nike Pegasus 40 and Winflo shoes playing to their positioning as the ‘versatile’ and ‘accessible’ sneakers in the Nike Must Win Six family.

Our campaign needed to continue the straightforward comms approach we developed for the previous Must Win Six campaign – a combination of simple, jargon-free copy and our playful shoe benefit iconography (highlighting whether they were 'springy' or 'cushioned' etc).

The campaign was built around the muse of the 'Everyday Runner’. Focusing on this relatable consumer archetype, it had to help encourage novices and remove any perceived barriers that the shoes were exclusively for more established runners. 


Our campaign consisted of still and motion content shot in and around Barcelona – an ideal location for its balance of healthy running scene, urban terrain and sunny weather. An optimistic, accessible tone was used throughout the work, befitting of its purpose as an entry point to the wider Nike Running experience.

In total, seven films were made for the campaign, focusing on a group of four runners. A 40 second hero film centred around our lead female protagonist – explaining her reasons for running in the Pegasus – and a set of short vignettes around her fellow runners and their Pegasus / Winflo experiences.

We applied our existing Must Win Six graphic system to the campaign, ensuring continuity with the rest of our work with Intersport and Nike Running. This comprises of a sensation icon (demonstrating 'springy' 'cushioning' etc) and oversized shoe benefit copy on every lead asset through the campaign, cutting through the noise and aiding easy takeout of the campaign message.


The jewel in the campaign crown was the hero video. Shot in an ultra naturalistic, documentary style, it really captured the confidence and freedom of running, alone or as part of a community.

We also produced a full campaign playbook for the campaign assets explaining their use and composition across all Intersport territories.

This guideline document takes in asset use across campaign phases, typography and graphic systems, crops and online / physical retail implementation.