Nike Builds a Global Community of Runners on Instagram
One of the insights that has made @nike so successful on Instagram and beyond, is its understanding that being passionate about a sport means being part of community, regardless of whether that sport is basketball, football (aka soccer), or running.
These communities are not defined by country borders, but are instead composed of fans and athletes from around the world. So with this in mind, in addition to its primary @nike account, the company created Instagram accounts that reflect these communities, including @nikebasketball, @nikefootball, @usnikefootball and @nikewomen.
While we could have featured any one of these in our Handbook for brands and brand video, we selected @nikerunning for the extraordinary way it brings the global running community together and gives them even more reasons to run, with hashtags like #werundirty that get runners out on the trails, or posts inspiring followers to “trade daylight for streetlight.”
The team behind the account is part of “The Run Dept.” at Nike, a community in its own right, which oversees everything running related at the sports company, from hosting events like the Nike Women’s Marathon to designing the shoes they sell.
All of this is brought to life on Instagram, with photos and videos that capture events, products, and inspiration, while remaining part of a larger story—one with lots of neon (or “volt” as Nike calls its signature color) and the message that as runners, we’re all in this together.