Painting the streets of greatness
To celebrate its elite runners and the cities where they made history, NN Running Team launched Back2TheStreets, a global campaign that redefined what a marathon legacy looks like. Together with Global Sports Communication, we brought world-class athletes back to the very streets where they achieved glory and honored them in a way no finish line ever could.
Back2TheStreets isn’t just about running. It’s about the places that witnessed incredible feats. From Eliud Kipchoge’s record-breaking victories in Berlin to Joshua Cheptegei’s 10K world record in Valencia and Geoffrey Kamworor’s double triumph in New York, each story returned to where it all began. But instead of medals, these moments were immortalized in towering works of street art by Dutch collective Kamp Seedorf, turning everyday walls into monuments of achievement.
This bold campaign blended sport, culture, and community. Not only did it spotlight the athletes’ achievements, but it also brought inspiration to the streets where people live, dream, and run – creating a powerful connection between the past, present, and the people who make it all possible.
Shaping legacy
Capital Sports was the creative engine behind the global rollout. We developed the campaign concept and translated it into a layered, multi-platform experience. At its heart: an interactive digital art tool where fans could turn themselves into street art, inspired by the grit, glory and style of NN Running Team athletes. We paired this with a custom-built webshop featuring exclusive artworks, giving fans a chance to own a piece of the legacy.
This campaign brought together elite sport, urban art, and fan creativity in one seamless story, bridging digital and physical worlds, and taking the spirit of the marathon beyond the course. What started as murals on the streets of Berlin and Valencia quickly evolved into a global celebration of personal achievement and collective pride.
Make it count.
