By: Malcolm Summers
The NYC Marathon is a testament to human endurance and determination. This year, Nike captured that spirit with a bold campaign at Staten Island’s Whitehall Terminal, turning the race’s starting point into a celebration of perseverance and the “beauty in the struggle.”
Nike’s activation at Whitehall Terminal exemplified the power of contextual advertising. With bold visuals, a compelling message, and a strategically chosen location, the campaign inspired runners and spectators alike. This was made possible through Ballyhoo Media’s new 10-year advertising agreement with the Staten Island Ferries, which enabled Nike to create an impactful presence at one of the city’s busiest transit hubs.
More than just an advertisement, this campaign highlighted the marathon’s essence while demonstrating how out-of-home advertising can deliver meaningful, memorable experiences. By aligning their message with the NYC Marathon’s energy, Nike showcased the potential of smart, well-placed advertising to elevate events and connect with audiences.
So, why were the Staten Island Ferries the perfect choice for this campaign?
1. A contextual beginning to the race
Whitehall Terminal, the gateway to Staten Island and the NYC Marathon’s starting point, offered Nike the perfect opportunity to align their message with the marathon’s spirit.
By placing their ads here, Nike created a contextual connection that amplified the emotional impact of the campaign. This wasn’t just about promoting a brand—it was about inspiring runners and supporters at the very moment they began their journey.
2. Powerful visual storytelling
A campaign is only as good as its storytelling. Nike brought their message to life with bold static visuals. Its dynamic digital displays captured the “beauty in the struggle.” The campaign showcased runners pushing through challenges, paired with powerful and sometimes humorous messaging that struck a chord.
These visuals didn’t just stand out—they resonated.
3. Strategic placement, maximizing impact
Whitehall Terminal was an ideal choice as one of New York City’s busiest transit hubs. The terminal sees thousands of runners, supporters, and commuters on race day, creating unparalleled exposure for the campaign.
This strategy leveraged the power of static advertising mixed with digital out-of-home (DOOH) advertising, which continues to excel in engaging audiences. A study released by the Outdoor Advertising Association of America (OAAA) in April 2024, conducted by the Harris Poll, revealed that 80% of consumers are likely to take action after viewing visually appealing DOOH content.
That same study by the Harris Poll shows that 71% of consumers are likely to share DOOH ads that feature their favorite products or brands. On race day, this was quickly demonstrated by the flood of TikToks and social media tags that came out praising Nike for its innovative campaign throughout NYC.
Nike’s strategic ad placements ensured their message didn’t just inspire the runners at the terminal—it rippled across social media, amplifying the campaign’s reach and engagement.
In short, Nike’s campaign at Whitehall Terminal was a masterclass in contextual advertising.
By choosing a location that aligned perfectly with the NYC Marathon’s themes, combining bold visuals with strategic placement, and delivering an inspiring message, Nike transformed a traditional ad campaign into an unforgettable experience.
For brands aiming to connect on a deeper level, this activation proves the value of meeting your audience where they are—physically and emotionally—and delivering a message that resonates in the moment.