Positioning Nike’s Invincible 3 as the unofficial recovery shoes – through a relaxing 3-week NIKE RUN CLUB content journey
When Japan’s marathon season slows down in March, many runners tend to lose momentum. To keep them engaged and motivated, we worked with Nike Run Club to create the NRC Recovery Guide – a three-week content program built around the idea of running gently, recovering with care, and gradually getting back into rhythm.
The guide introduced weekly content through the NRC app, Nike emails, and nike.com, including light training sessions, expert advice and recovery audio guided runs. Visually, the creative direction leaned into softness and comfort, with playful animations and calm, floating scenes that reflected both the physical and mental reset many runners seek after a big race. The Invincible 3 was featured subtly throughout as a shoe that supports that kind of run – not by naming it a recovery shoe, but by showing how it fits into those moments.
The NRC Recovery Guide offered runners a gentle transition period after peak race season, helping them stay connected with NRC and their own running habits. By integrating the Invincible 3 into a meaningful and seasonal training experience, we helped extend the product story in a way that felt timely, useful, and easy to relate to — without relying on heavy messaging or direct product claims.