Running in Barcelona can be challenging.
Crowded tourist areas and endless red lights push them off the streets to the hills of Collserola or the sunny Barceloneta beachfront.
Pushing runners to reclaim the streets of Barcelona.
The 5 run crews that are shaping running culture in the city set off from 5 different locations in 10k run, converging on a secret finish line in the core of Barcelona.
Making all runners aware of the challenge.
In the lead-up to the event, stickers and wild-postings were distributed to the run crews, encouraging them to spread the word by tagging fountains, walls, ledges and even the pavement of the popular running areas in the city. The goal –for every runner to know that on October the 17th, the city belonged to them.
The day came and about 200 runners gathered at each starting location. Once everyone donned their black reflective t-shirts, the starting line lit up and the countdown began. 3, 2, 1, RUN.
This time, the red lights, cars and crowds couldn’t stop runners as they made their way to an iconic city location to plant their crew's flag, symbolizing their conquest of Barcelona. With the city reclaimed, runners headed for the finish line.
An iconic final location.
An immersive tunnel led the way into a merely recognisable “Sala Paloma”, where its baroque aesthetic was reconfigured by environmental elements evocative of race day such as cones, road signs, sheet metals and truss structures –all dressed in Nike Running’s signature Bold Orange.
There, a secret party celebrated their achievement. Vicio burgers, a 3-hour DJ set, a surprise performance by Mushkaa and an appearance of running legend Alex Roca capped off a night that running will never forget.
