Finish Line is unleashing a new digital advertising campaign focused on female runners.
In the leadup to this weekend’s Nike Women’s Half Marathon in San Francisco, on Oct. 18, the retailer launched #FNLRunsSF, a digital initiative tracing the progress of four fitness influencers on their journey to race day.
The brand ambassadors include Andy Arnold (@fitandyy), Evann Clingann (@evannclingan), Ashleigh Hinrichs (@asheejojo) and Angela Shaw (@ellaesco). Each was given a GoPro device to record their experiences during their training and on race day. Fans can keep track of them on Twitter and Instagram by following #FNLRunsSF, or on Snapchat via @FinishLineUSA.
In addition, Finish Line will host local in-store events this weekend at the Finish Line shop in Macy’s Union Square, where customers will be able to purchase special limited-edition Nike Zoom and Nike Structure sneakers, made especially for the San Francisco race. (They might also want to check out these new styles hitting stores this weekend.)
Finish Line’s latest campaign is a continuation of its “Epic Finish” brand-marketing initiative, which the retailer debuted earlier this month with hip-hop artist Big Sean and NBA forward Anthony Davis.
Elyse Schelin, digital brand-marketing manager at Finish Line, said the decision to focus a campaign on the San Francisco race was strategic. “We want to create unique experiences … by capitalizing on relevant cultural moments,” she said in a statement. “Through our #FNLRunsSF campaign, we’ve extended the marathon experience through the eyes of our female brand ambassadors to our female customers in an authentic, relevant way, giving you the feeling you’re running alongside them.”