London Airport (London City Airport), located in the eastern part of the city, changed the airplanes for runners on October 17 as part of the Nike After Dark Tour. The initiative, which is carrying out its second edition this year, seeks to empower women who love sports and provide a space in which they can practice it safely and with confidence. And the brand does it by turning a race into an experience to connect with its audience beyond sports.
After passing through cities such as Sydney, Seoul, Los Angeles, Mexico City and London in 2025, it returned to the British capital with a total distance of 10 km. On this occasion, it took place around the airport, as well as on its landing strip, and the nearly 5,000 women who participated crossed streets, docks and roads closed to traffic, enjoying an unusual itinerary and unique views of the London skyline.
The course, eminently flat and designed for speed, was oriented, according to Nike itself, for runners seeking to beat their personal bests. This aligns with the very mission of the initiative, which, as the brand noted when announcing this year’s edition, “invites women of all backgrounds and abilities to push new boundaries and celebrate their collective strength and potential”.
Nike’s goal with the After Dark Tour is to bring women closer to sport through races designed to celebrate community, self-expression and the power of running; all this, once the sun sets. With this, the brand encourages runners to claim a space and give new meaning to a time of day rejected by many due to the insecurity and mistrust generated by practicing sports outside when the light goes down.
Original publications of paatigb and wellwitholi on Instagram
The evening, like the others that make up the initiative, sought to transcend the traditional race format and combined sport, culture and community into one experience. Thus, it included moments of activation and energy in the previous day through runners’ meetings and races, as well as activations before the start, such as makeup stations with the Charlotte Tilbury brand, activities with brands such as JD Sports, or the recording of a podcast with professional athletes.
In addition, the brand also took advantage of the occasion to present its innovation in running equipment, both at the event itself and in the gifts given to the participants as part of their welcome pack, which, among other things, included running clothing. And, after finishing the race, Nike handed out a pendant with its logo, and offered live musical performances with DJs.
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As a whole, the event was aimed at reinforcing Nike’s positioning in the running territory, but also at building community, facilitating meetings for sports fans, and connecting emotionally with runners by providing a memorable experience; an objective that, judging by the organic content shared by the participants, the brand managed to more than meet.
The Nike After Dark Tour launched in 2025 and in its first year attracted the participation of 50,000 women in seven races spread across five continents, and the 2026 edition, still underway, expands the concept through a new global calendar of nighttime events. So far, the initiative has already passed through Shanghai, Sydney and Mexico City, and in the coming months it will reach Los Angeles, Manila and Bombay.
