Nike After Dark Tour,

In 2025, Nike Running revived their After Dark Tour—A series of nighttime running events designed to bring women runners together across six major cities: Sydney, Shanghai, Seoul, Mumbai, Los Angeles and Mexico City.

When the team at Nike approached us to build the global web experience for After Dark’s return, we saw not just an opportunity for a relaunch, but a moment to reframe, and reclaim, the women’s running space with a new blend of grit, femininity, courage, and celebration.

A project with this level of ambition presented its own set of challenges to solve: From communicating with multiple regional & city teams who were integrated onto the project, to coordinating a series of connected, yet separate events across the globe, or simply providing a streamlined sign up flow for users no matter where they were in the world.

In the end, we pursued a visual language of high contrast, bold typography, and immersive motion to build a web presence that pushes forward the conversation on what women’s running can and should look like. The site functions as a hub of information, connection, and storytelling, centered around a distinct list and globe view. While developing the globe, our team created a custom tool that allowed us to modify the globe’s physical makeup, enabling the user to put their own spin on the After Dark Tour.

The gravity of After Dark’s international reach and impact results in not only a bold invitation to run, but a line in the sand for what women’s running has never been before.

Nike has been rewriting the narrative around women’s running for more than five decades, with After Dark Tour being no exception. Our work with Nike continues to further our commitment to partnering with the world’s leading brands during their biggest moments—creating work of lasting and definitive impact.