Nike appeals to Gen Z runners with influencer content

Nike is appealing to Gen Z members of its Nike Running Club with new influencer-led content encouraging them to sign up for a 1-kilometer challenge and suggesting new ways to get into running. The brand has developed a content series with production studio Untold Fable, part of AnalogFolk Group. It features TikTok and Instagram influencers revealing how they bring the “Play New” spirit to their run. Their ideas include dancing, music and turning running into a Pac Man-style computer game (as explained by health and wellness influencer Miranda Larbi). AnalogFolk Group announced earlier this year that it was investing in Untold Fable, a community-based audio and video content company focused on diversity. Untold Fable led talent sourcing, development and production, while Seoul-based illustrator Li Ya-Wen brought some of the suggestions to life with graphics in the app and on social media. The work, which first went live in August, is part of Nike’s wider “Play New” campaign, which aims to help people back to getting active after giving up on sport during the pandemic. The campaign kicked off in May and has included work covering several different sports in which Nike is involved, such as soccer and, baseball.

Nike appeals to Gen Z runners with influencer content

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