24 Hours for Your City

In 2025, Intersport and Nike launch "24H pour ta ville," an unprecedented running activation format designed to mobilise local communities around a 24-hour collective challenge. The goal: create a unifying moment in three cities — Lille, Lyon, and Marseille — by allowing all types of runners to contribute to a continuous challenge. The campaign is built on a simple and engaging principle: one start every hour for 24 hours, from a local headquarters, with a final score based on the total number of testers per city. SPK conceived and deployed a hybrid activation format combining an on-the-ground event, product testing, and digital amplification. Three Nike models — Pegasus 41, Vomero Plus, and Structure 25 — were at the heart of the campaign and tested in real conditions. Recruitment relied on a dual strategy: organic anchoring through influential crews in each city and digital amplification via local media outlets. Each crew became a driver of storytelling, generating a strong sense of belonging and a lasting community dynamic. On the ground, SPK handled operational coordination, urban loop management, live content production, and real-time social media publishing. Result: over 1,400 runners mobilised, more than 2,500 loop starts, 2.8 million cumulative impressions, and a high satisfaction rate with 99% of participants ready to join a future edition. "24H pour ta ville" goes beyond a simple running event: it lays the foundations for a national movement combining local activation, sports marketing, and community engagement.