Leave Yourself in the Dust. Nike’s ultimate speed collection, designed for runners to call out their best and chase it down on race day.

Nike Fast Pack

Global campaign for the launch of Nike’s ultimate speed collection, the Fast Pack. Consisting of three models — the Alphafly 3, Vaporfly 3 and Streakfly — each designed for a specific distance and type of racing, the collection is defined by a hi-vis performance colour story designed for runners to show up and show out on race day — calling out your personal best and chasing it down.

Shot in New York, the campaign stills by photographer Rory Griffin, and the film directed Lex Carthur, chased our athletes around the city, often managing only to catch a glimpse of them in reflections and through the crowds as they leave themselves in the dust. Fluorescent VFX environments by Everything Moves, and product superiority stills by Handover Agency, laced the campaign together as it toured major cities to coincide with marathon season around the world.

Spearheading the Fast Pack and our ‘Leave Yourself in the Dust’ campaign is the Nike Alphafly 3, Nike’s most significant innovation in speed as worn by the current men’s and women’s marathon world record holders. Creative direction focuses on the athlete as she outpaces herself, seen through the prism of the city where her marathon will be raced, because winning is everything when the competition is you.

The campaign also features athletes wearing the Vaporfly3 and the Streakfly, that we barely manage to keep up with as they race through the city. Unique product innovations are heroed within a series of vortex-like fluorescent Fast Pack environments.

The global launch was timed to coincide with Spring Marathon season — with the focus very much on London Marathon. Our campaign was brought to life in an immersive installation across all floors of the flagship Nike Town London store.

With Spring Marathon season in full swing, our record-breaking sales campaign followed races around the world, with a host of flagship takeovers and regional activations from Tokyo to Berlin, Paris, Milan and Barcelona.

Thank-yous & Credits

Art Direction & Design: Bravo. Charlie. Mike. Hotel.

Production: Kimberley English for It’s Possible

Director/DoP/Edit/Grade: Lex Carthur

Photography: Rory Griffin
Photo Assistant: Dallas Wing
Digi Tech: Ryan Jones
Styling: Charlotte Patterson
Styling Assistant: Lauren Walsh
HMU Artist: Ayaka Nihei
VFX Design: Charlie Jeffries
Product Stills Photography: Handover Agency
Sound: Jack Sedgwick at King Lear
Runners: Izadora Joseph, Yesenia Lopez and Brandon Lee

Copywriting Support: George Tyson

Special thanks to KB, Luis Liwag and Daniel Pilau at Nike