UK – Nike and Elle UK have collaborated to organise We Own the Night, a 10km run for women that offers them an escape from the gym as well as physical and digital engagement.
Exercise culture is changing. People increasingly want to leave the confines of the gym and become involved in more collective and community-led exercise programmes, as we reported in our Charlie Dark Inform.
The run will take place at night on 18 May 2013. Women across the UK are encouraged to sign up for the event with friends and take part in a six-week training programme in preparation for the run through London’s Victoria Park.
Digital engagement will be layered in via Nike+, which will enable participants to track their time, distance, pace and calories burned. They will also be able to use the Nike+ FuelBand, the Nike training club app and join Nike communities via Facebook.
Each week, ElleUK.com will feature updates from the Elle Running Club, including video tutorials, blogs from the runners, tips and Elle’s take on the most stylish running wear, incorporating the notions of sport, fashion and lifestyle within a single project.