Nike

Movement After Dark

Nike tapped OBE to build a moment of ignition—one that would energize her ahead of the After Dark Tour (ADT) half marathon. Our challenge was to preview the power of race day before it arrived, through an exclusive, fitness-driven community experience for 52 attendees that pushed beyond product and into purpose. The result: a one-night-only takeover of Santa Monica Place, turned into an after-hours wellness and retail experience designed to help her break through her comfort zone and move toward her next personal victory.

Guests were welcomed with curated product displays showcasing the ADT collection—setting the tone and style for the night ahead. From there, they transitioned into a dynamic recovery flow set under moody red lighting, brought to life by DJ Rosegawd’s immersive soundscape and elevated recovery by the debut of new Hyperice x Nike Hyperboot.

Post-sweat, the experience shifted into a private retail takeover. Attendees shopped the ADT collection, customize their pieces using the "Nike By You" station, and received skincare gifts from Youth to the People. The night wrapped with a purposeful wind-down: Marathon Burger for fuel, Pressed Juicery for recharge, and Boxed Water for hydration — rounding out a journey that was as soulful as it was sweaty.