Mark Théo Dufaÿ Concept + Art direction

Running when and where you’re not supposed to run. 

Perhaps it’s that the darkness is synonymous with freedom and transgression but there is something galvanizing about running at night.

After the last edition of their “Run London” races in 2008, Nike stated that:”what becomes of a habit stops being a challenge”. How could we change the formula of the race and make it challenging again?

After Dark is race through the sleeping city, unrestrained. It goes off road through small streets, shopping centres, tube stations and other places where running is habitually forbidden. 

A series of projections throughout London announce the race’s time and place.

During the race, Nike will guide participants with impressive projections onto the surrounding architecture.

The art direction is inspired by the work of Jenny Holzer.