24h The Return

For the second edition of 24h Pour Ta Ville, SPK supported INTERSPORT and Nike in designing a running experience built around the launch of the Nike Pegasus 42. The activation rests on a simple idea: for 24 hours, every kilometre counts for your city. Deployed across Bordeaux, Nantes and Montpellier, the challenge transforms running into a collective experience, where participants compete as much for their personal goal as for the shared performance of their local community. This new edition pushes the concept further towards a performance-oriented logic, without losing its accessibility. Participants choose their distance, declare their target and commit to a challenge powered by the energy of their city. The recommendation structures the experience around a complete journey: registration, run pass collection, challenge mechanics, kilometre tracking, a leaderboard and running highlights over 24 hours. The Pegasus 42 is integrated as the central product of the activation, directly tied to its natural territory of use: the road, intensity and progression. SPK conceived the activation as a connected experience spanning store, terrain and digital communication. INTERSPORT stores become the entry point to the experience, offering product visibility, event information, participation kit collection and local recruitment. On the ground, running communities, local media and social media content amplify the challenge before, during and after the event. Without specific figures to report, this edition is grounded in a concrete sports marketing logic: bringing a product launch to life through an urban, community-driven experience that is measurable in effort.