Nike's After Dark Tour was a global initiative celebrating women's running across six major cities.
When the tour arrived in Mexico City—its final stop—we were tasked with translating Nike's global brand identity into a distinctly local celebration at one of Mexico's most iconic venues: Ciudad Universitaria's Olympic Stadium.
The challenge wasn't just logistics. It was about taking a global playbook and making it feel unmistakably Mexico City. The post-race celebration needed to honor the energy of the half-marathon while creating an experience that felt authentic to the location, the culture, and the 10,000+ runners who just ran 21.1K under the stars.
We designed a fully immersive post-race environment that lived and breathed Nike's After Dark visual identity—neon lighting systems, geometric stage design inspired by the iconic Nike RUN logo, modular structures that transformed the stadium grounds into a nightlife-meets-running-culture celebration.
Bold typography. High-contrast color palettes of electric orange and deep reds. Environmental branding that turned every touchpoint—from recovery zones to photo moments to chill spaces—into an extension of the race itself.
The result was a post-race experience where exhausted runners walked into a world that felt electric, communal, and designed specifically for them—a space that honored their achievement while inviting them to celebrate together.
Because after you run defiantly into the night, you deserve a space that matches that energy.