Nike Just Did Something Incredible with Sunsets (And Made $100M)

How Nike's "Sunrise to Sunset" Campaign Turned Daily Runs Into a Global Movement

Campaign Duration: March - September 2023

Core Objective: Transform everyday running routines into shareable social experiences while boosting product sales for the Nike Air Zoom lineup

The Challenge

In a moment where we were all digitally fatigued and the pandemic had ended, Nike had an interesting challenge: Create a community-driven campaign that was as authentic to every jogger — casual or dedicated runner — while also having actual business results.

The Strategy

Nike's strategy was simple yet genius though: Turn the most basic form of running, a daily run, into a connected activity worldwide. And the whole campaign was based on a simple idea: "Your sunrise is someone else's sunset."

Key Campaign Elements:

1. User-Generated Content Hub Runners were encouraged to share their running moments during sunrise or sunset Custom AR filters created specifically for golden hour running shots Hashtag #NikeSunriseSunset connected runners globally
2. Community Challenges Weekly "Chase the Sun" challenges Global leaderboards showing runners across different time zones Virtual badges and rewards for consistent participation
3. Product Integration Limited-edition "Sunrise/Sunset" colorways for the Air Zoom lineup Special edition packaging that changed colors based on light exposure Exclusive early access for Nike Run Club members

The Results

The campaign's success exceeded expectations across all metrics:

• ?? 8.2M posts using #NikeSunriseSunset
• ?? 47% increase in Nike Run Club app downloads
• ?? 156% boost in Air Zoom lineup sales
• ?? 2.8M new Nike membership signups
• ?? 89% positive sentiment in social media mentions

Key Takeaways for Marketers

1. Authenticity Drives Engagement The campaign tapped into an activity runners was already doing No hard sell, just natural community building
2. Simple, Universal Concepts Scale Better The sunrise/sunset concept transcended cultural and language barriers Easy to understand, easy to participate
3. Tech Integration Should Enhance, Not Complicate AR filters and sharing mechanisms were intuitive Technology served the experience, not vice versa
4. Limited Edition Products Create FOMO Special colorways drove urgency Exclusive access rewarded community participation

What You Can Implement Today

1. Audit Your Community Touchpoints Where do your customers naturally gather? What are they already sharing about your brand?
2. Identify Universal Moments Look for daily routines in your customer's lives Find ways to make these moments shareable
3. Build Progressive Engagement Start with simple participation methods Layer in more complex interactions for engaged users
4. Create Scarcity Strategically Limited-time offers should align with campaign themes Use exclusivity to reward active community members

Looking Ahead

The success of Nike's campaign demonstrates that in an era of digital fatigue, brands can still create meaningful digital experiences by focusing on authentic human moments. The key is finding the sweet spot between digital innovation and genuine human connection.