PEGASUS 34 FAST LANE. Shanghai’s Century Park is a go-to for runners pushing their limits. To launch the Nike Pegasus 34, we turned the commute there into part of the experience - transforming a daily journey into a race-ready launchpad. The subway became a living racetrack. Speed-driven messaging on trains primed commuters for motion. At the station, the checkout counter became a “starting block,” complete with numbered floor decals to trigger a competitive mindset.
Commuters were then funneled toward the fastest possible route to the exit. Normally a 1.52-minute walk, we challenged runners to beat the one-minute mark, using pacing graphics on lightboxes and hoardings to build urgency. The campaign extended to Century Park’s 5K loop with a full OOH takeover. From subway to park, the Pegasus Fast Lane made speed feel tangible - turning an everyday commute into a full-body brand experience. Produced for Nike at W+K in Shanghai, China.
Concept | Art Direction