Edison Media has delivered a nationwide out-of-home campaign for JD Sports and Nike, bringing the brands’ ‘We Run This’ platform into major UK cities and turning the Trafford Centre into the campaign’s most immersive moment.
The rollout spanned key urban running hubs including London, Liverpool, Glasgow, Birmingham and Manchester, using a mix of high-impact roadside, rail, digital towers and large-format placements designed to cut through in busy city environments.
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Manchester-based Edison also coordinated a takeover of the Trafford Centre, pushing the activation into a physical brand experience. Externally, large-format digital placements wrapped the centre and nearby city-centre locations, including Canvas and premium roadside formats. Inside, 14 flag banners and graphics lined balustrades and staircases, creating a continuous visual flow through the space.
The effect was deliberately immersive and that visibility culminated in a 5k run staged in partnership with MADE Running, transforming the Trafford Centre into a live race environment after hours. Runners moved through the mall, leisure spaces and surrounding estate, turning one of the UK’s most recognisable retail destinations into an active expression of the ‘We Run This’ idea.
Nicola Orrell, Managing Director at Edison Media, said: “‘We Run This’ was about showing up properly across the UK, not just appearing in a handful of spaces. We built strong presence within key cities, but Manchester gave us the opportunity to do something bigger.
“The Trafford Centre takeover allowed the campaign to move beyond media into real experience. Pairing national visibility with a live community event created a moment that remained credible, energetic and true to the running culture JD Sports and Nike wanted to champion.”
