Races + Competitions
Empowering female runners through a culture-forward, competitive running experience.
-
5,000
RUNNERS -
1K + 10K
1K QUALIFIER
RACE + 10K RACE -
1
NIGHT OF
ALL-OUT RACING
Nike
After Dark Tour London
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. As the final stop of the tour, London marked a powerful culmination of a global movement celebrating women in running.
For the London event, Nike partnered with OBE to make the After Dark Tour finale a race like no other in one of the world’s most iconic running cities. Our London team led the end-to-end experience including venue scouting, race production, stakeholder engagement, licensing programming, race bib pick-up, partner integration, and on-the-ground logistics. Working closely with Nike, venues and some incredible partners, OBE aligned creative ambition with operational precision to deliver a seamless, high-impact experience that set a new bar.
On race night, 5,000 women lit up ExCeL London, beginning with a high-energy 1K qualifier that set the tone for the evening, followed by three fiercely competitive 10K waves. Dynamic course design, immersive lighting, curated music, and a deeply engaged running community transformed the venue into a shared celebration of performance, empowerment, and collective momentum.
Click below to view the Nike After Dark Tour Los Angeles case study:
