Nike hits stride with Chicago Marathon campaign that speaks fluent runner
By James Herring on Thursday, October 16, 2025
During the 2025 Chicago Marathon, Nike showed up big – not just on feet, but on the streets.
The brand deployed a series of punchy, hyper-relatable OOH placements across the city, serving up motivational mantras tailor-made for runners hitting that wall (and Instagram).
Spotted along the course and around the city, the campaign featured bold red backgrounds and black, all-caps copy with slogans like “SHUT UP, BRAIN.” and “TOENAILS ARE FOR LOSERS.” – the kind of tough-love encouragement that only runners truly get.
The work was signed off with a simple “RUN” and the iconic swoosh.
Other hits included “WHATEVER YOU’RE DOING, KEEP DOING IT. FOR 22 MORE MILES.” and “THE BEGINNING OF THE END(ORPHINS).”- lines that walk the line between witty and war cry.
Nike has a long track record of nailing marathon moments but this latest effort in Chicago might be its most unfiltered.
No product shots. No celebrity athletes. Just rallying cries in Helvetica.
With this campaign, Nike demonstrates how to show up for your community without selling.
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Just a witty hit of encouragement when it matters most.
