Nike x Basement for the London Marathon

We partnered with Nike and Basement Approved to shape a media story around this year’s London Marathon. At the centre are four London runners, each with their own rhythm, routines and reasons for being out there.

The work stays close to the lived side of running. Early mornings, familiar routes, the people you see each week. It’s less about the event itself and more about what sits underneath it. What it takes to keep going, and what you get back in return.

Set against Nike’s wider London Marathon campaign, the project focuses on why we run rather than how it looks. Basement’s role brings a specific point of view, rooted in London and the communities that make the city’s running culture what it is.