Running after the sun sets carries inherent risks. Just because you see a driver, doesn't mean they can see you. By asking the question, "How Do You Get Lit?", NATHAN Sports initiated a conversation aimed to educate runners about running safely at night and how their products fit into an active and reactive visibility plan.
Primary campaign image and graphical treatment. The light band treatment was designed to emphasize full visibility coverage when runners execute a proper safety plan of incorporating multiple points of light and placing LED and reflective products in places that overall resemble the human form.
Campaign teaser ad for Running Insight Magazine
One of the end goals of the campaign was to host Visibility Clinics in-person via sales and tech reps, taking place on a national and international scale in retail stores. The Visibilty Clinic Kit was sent out to retailer partners prior to an event and housed promotional items, educational tools, and sample NATHAN product.
Educational retail backroom poster outlining the basic principals of proper night running safety and the NATHAN products that can fulfill these standards. The poster was part of the Visibility Clinic Kit shipped out to retail stores.
Promotional neon yellow t-shirt as part of the Visibility Clinic Kit. Used to outfit store employees during the event. Hand pulled screenprint production utilizing 2 split fountain fades. Cyan to pink from left to right, and pink to cyan right to left
T-shirt graphic detail
Front, initial tip out spread, and back panel of a tri-fold brochure. Also included in the Visibility Clinic Kit.
Tri-fold brochure center spread
Tri-fold brochure back panel spread
Changeover of the NATHAN Facebook page to the campaign
A sample grouping of the Facebook highlight posts
Custom banners for Fleet Feet Sports homepage
Campaign launch ad for Running Insight Magazine
Full page ad for SGB Magazine
Hanging window banners for Jack Rabbit Sports in Union Square, NY. This is an example of a custom solution executed after the campaign launch. Many retailers reached out and requested customized POP solutions as the campaign matured.
