nike safe routes

Copywriter: Jose Luis Albazan
art director: lua delgado

Nike want to expand the NikePlus membership offer in 2020 to make it more appealing to 14-19 year old girls in London. We discovered that 84% of young girls prefer not to go running in the evening for fear that something will happen to them. With Safe Routes, every girl who is part of the Nike plus community will be able to make her running experience safer thanks to Nike Run Club. The app will create new routes to run taking into account two characteristics; lighting conditions and the number of other female runners from Nike Run Club in the surroundings. With this idea, we will achieve that all young girls in London can run without fear thanks to Nike Plus community