AMAZING THAILAND MARATHON
NIKE
How do you change the course of a race infamous for heat and hardship?
BECOME THE COACH
AND THE CROWD
The race is brutal. Runners start at 2am in total darkness, pushing through empty, cheerless streets in stupid humidity.
A complete media takeover strategically put Nike beside them on every stretch, through every struggle — telling them exactly what they needed to hear when it mattered most.
SPEAKING THEIR LANGUAGE
IN NIKE’S VOICE
Localised, bilingual headlines delivered inspiration, tough love, and comedic relief, championing Nike’s global running campaign: “Winning Isn’t Comfortable.”
