Nike's After Dark Transformation

This chapter explores Nike's revamped After Dark race tour in London, focusing on the introduction of a 1K qualifier race and podium celebrations. It discusses the trend of larger brands adapting ideas from smaller running companies and the broader implications of this in the competitive running event landscape. Themes of originality in content creation, brand identity, and the fusion of sportswear with fashion are also examined, highlighting the challenges and opportunities facing emerging brands.