Nike

After Dark Tour LA

The Nike After Dark Tour championed women runners and their communities, inviting more women into sport through a global series of 10Ks and half marathons across seven major cities: Sydney, Shanghai, Seoul, Mumbai, Los Angeles, Mexico City, and London. For the U.S. debut in Los Angeles, Nike turned to OBE to bring the vision to life.

With years of expertise in creating high quality race and brand experiences, OBE was uniquely positioned to bring Nike’s brand vision to life. We managed every facet of race production: permitting, programming, packet pick-up, sponsorship, and on-the-ground logistics. OBE ensured a safe and secure flow for runners and spectators alike, balancing precision planning with dynamic experiences for the runners. We worked hand-in-hand with Nike, city officials, and partner agencies to align creative, operational, and brand goals.

On race night, Los Angeles came alive with 13.1 miles of nonstop energy with 9 live DJs, 15 hype crews across 6 cheer zones, and thousands of Angelenos cheering along the course.

Sponsorships That Elevated the Experience

OBE oversaw sponsorships from strategy through execution—researching, pitching, contracting, and activating partners that aligned with Nike’s vision. Each brand delivered unique, relevant touchpoints that elevated the runner experience while keeping Nike at the forefront, including:

• Nordstrom x Nike Refresh Lounge: A co-branded one-of-a-kind space where runners could cool down, stretch, reenergize for the final leg of their race, snap a selfie at the custom branded mirror wall, and sample supportive products. Over 15k co-branded products were distributed to participants.
  
  

• Flamingo Cheer Zone + Glow Restroom: A 150-person, disco-ball-powered cheer squad with local Dance Church performers and noisemakers energized runners mid-race, while a spa-inspired restroom takeover at SoFi Stadium surprised finishers with product and bathroom amentities.
  
  

• Youth to the People Takeover: From pre-race skincare touchpoints with 17.5k+ goodie bags distributed to an underpass-turned-DJ-party that transformed fear into empowerment to a post-race facial station, runners enjoyed sampling the brand’s skincare essentials throughout the weekend.

More Than a Race: Lasting Impact for Nike and Runners

This wasn’t just a race—it was a cultural moment that showcased Nike’s commitment to women runners and transformed the city into a stage of empowerment and celebration. 

For Nike, this event amplified their bold investment in women’s sport. For OBE, it proved our ability to deliver unforgettable brand moments where precision and culture collide.

Cover Photo + Video Credit: Nike, Inc.