A running shoe launched after dark: city night runs filmed by the runners, scaled into an always-on campaign.
Night Miles
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+31%
Brand search in eight weeks
Tallis Athletic
Sportswear
· 2025
Client
Tallis Athletic
Sector
Sportswear
Markets
UK, Ireland, Netherlands
Channels
Campaign · Creators · Paid social
Timeline
11 weeks, then always-on
Tallis had a fast new road shoe and a category that only advertised at sunrise. We took it out after dark, where London's run crews actually train.
The challenge
Every running ad looks like sunrise.
The shoe launched into a category full of golden-hour finish lines. Tallis was the smaller brand on the shelf, with a sixth of the media budget of the two leaders, and its own research showed that four in ten city runners train after 7pm. Nobody was talking to them.
Crew run, Shoreditch, 21:40. Filmed by the crew's own pacer.
The idea
Run when the city goes quiet.
Night Miles handed the camera to the runners. We recruited 14 run crews across three cities, gave each a kit and a phone rig, and cut their footage into the campaign. The night became the brand's own: dark film, street light, and the shoe's reflective heel as the brightest thing in frame.
Launch film still, and the reflective heel tab every frame was lit for.
What we made
A 60-second launch film, a 90-second crew cut and 240 vertical edits, nearly all from crew footage plus two nights of our own shoot.
Launch film and crew cut
240 vertical edits for TikTok and Reels
Night-only OOH on 38 sites along run routes
Club challenge and crew kit
Paid social bought between 19:00 and 02:00
Eight weeks in
+31%
Brand search in eight weeks
212k
Runs logged with the shoe
18%
Of UK sales from new-to-brand runners
“We had the smaller budget and the better shoe. Loudwell made the night ours, and the crews still run in the kit.”
