Nike Run After Dark
NIKE lit up the streets of L.A. with Run After Dark—a night run built around energy and self-expression. We created a bold graphic system for on-site customization, letting runners personalize their gear before the run.
Our graphic system was built to flex across multiple customization formats—screen heat press, silicone transfers, patches, pins, laces, and more. Techniques like reflective vinyl, glow-in-the-dark ink, and puff prints added dimension and surprise, turning each piece into a canvas for after-dark expression.
The graphics drew from the world of night running—spotlights, headlamps, street signs, route maps, and bold character illustrations. This mix of serious utility and playful expression brought a layer of funk and individuality to Nike’s clean visual center, designed to reflect both the energy of the city and the runners moving through it.
The system didn’t just generate buzz—it delivered. Word spread quickly among Nike Running teams and participants, with nearly every graphic being claimed by the end of the night. The demand spoke louder than the hype, making it one of the most successful customization moments to date.
Nike After Dark—Fueling the night
Nike set out to bring late-night energy to the streets of L.A.—and needed a graphic system that felt electric, expressive, and made for motion. We created a visual language inspired by night running: spotlights, headlamps, route maps, and bold character illustrations layered over Nike’s clean design system. The graphics struck a balance—adding attitude without overpowering the core.
That flexibility carried through in application. The system was built to stretch across heat press stations, silicone transfers, patches, pins, laces, and specialty techniques like puff prints and glow-in-the-dark vinyl. Each piece needed to pop in real time while staying true to the event’s fast-moving, high-energy feel.
The PS team led on-site customization at The Grove, where runners actively engaged in personalizing their gear ahead of the night run. Nearly every graphic was claimed by night’s end—an uncommon result for this kind of activation. Word spread quickly, with Nike Running teams buzzing internally. The work didn’t just land—it moved.
- Concepting
- Graphic Design
- Experience Design
- Production Design
- Customization
- Staffing