NIKE SHAMROCK SHUFFLE

No other city celebrates St. Patricks Day like Chicago, and a few cities have running enthusiasts as numerous and passionate as those in Chicago. St. Patricks Day Revelers and Running Fanatics come together at the Shamrock Shuffle 8K Race in March, to kickoff the official running season. As the footwear and apparel sponsor of the Shamrock Shuffle 8K, Nike was well positioned to build brand excitement and showcase its dedication to the Chicago Running community - by letting people “Run Lucky.” The “Run Lucky'' campaign began in February with advertisements and radio announcements and came into full bloom with the Shamrock Shuffle Training Run kickoff on March 6th at NIKETOWN. We (MKTG and myself) were tasked with developing a new Visual Center for the Bank of America Shamrock Shuffle that captured the passion of the Chicago running community, and the authenticity of Chicago Irish culture. As always the Visual Center had to be uniquely NIKE. My role was a team collaboration of art direction, design, print production and fabrication management. Beginning with late night visits to Chicago Irish Pubs (for research of coure, meeting in the middle with fresh ideas and concepts, and finishing up with a Nike interpretation of a ‘Pub’. We implemented a unique and creatively executed environment into the runners expo at the shamrock shuffle.