The race Lance is better known for participating in, the Tour de France, has numerous traditions such as yellow jerseys and champagne on the Champs-Élysées. One of the most visible symbols of the race is the painting and chalking of the roads by fans and supporters. With Lance running in his first marathon, we decided to bring this tradition from the roads of France to the streets of New York. Branded boxes of yellow chalk were distributed at the Marathon Expo and at Nike Town. Street teams also distributed boxes of chalk along the race course. Consumers were encouraged to use the chalk and write messages of support on the race course.

Using existing distribution (Nike street teams and the Nike booth at the Marathon Expo) this execution required less than $9k for production. With that investment we distributed 1000 boxes of chalk, which carried the campaign message. From there we saw consumers turn the race course into a canvas for their personal messages of support and encouragement. Collectively the chalked streets made for an impactful presence on the race course, elevating excitement around Lance’s participation and the event overall.