Nike’s RUN takeover at 70 Bree Street in Cape Town brought runners, crews, and community together. Daily 5km runs, expert panels, recovery hubs, and culture-packed events celebrated running in style.
For Nike, community isn’t just a buzzword. They proved it with their takeover of 70 Bree Street in Cape Town. The brand created a runner’s haven that celebrated running, culture, and connection and how one of the best cities in the world does it.
Over five days, Nike painted 70 Bree Street red. The activations included 5km shake-out runs, shoe trials with the Pegasus Premium, Vomero Plus, and Structure 26, and panel discussions with leading voices in the running community. The goal? To bring athletes and fitness enthusiasts together ahead of Cape Town Marathon week.
Nike painted the town red
The takeover brought together seasoned kilometre collectors, newbies, and some of South Africa’s coolest running crews. Nike kicked off the week with a high-energy 5km evening run led by Major League Djz. Post-run, the vibe shifted from miles to music, with the DJs keeping energy high and everyone singing and dancing despite tired legs.
This became the daily routine: hit a 5km run, stretch, recover with mates, then dance and socialise. CPT and JHB running clubs led the runs, including Running Late, Jozi Run Crews, Benchwarmers, The Pack Running, Home Runn Club, and Tell That Running Club. Their presence highlighted the social and cultural impact of running clubs over the past year.
Inside 70 Bree Street, the space transformed into a runner’s clubhouse. Red lockers, treadmills, carbo-loading stations, Kauai protein smoothies, electrolytes, and the latest Nike shoes awaited eager testers. Upstairs, the activation hub combined performance and self-expression, from testing shoes on treadmills to quick nail touch-ups.
But it wasn’t just about gear. The space was designed for energy and connection
The experts weigh in
Community extended beyond the streets. Panel talks explored running’s social side. Home Runn Club noted that running clubs had become safe spaces for people struggling with mental health. Many new friendships formed, and existing ones grew stronger.
Elite runners Nick Bester, Deonne Horne, Thabang Mosiako, and Stephen Mokoka shared tips on pacing, careers, and the evolving running culture. Mokoka noted running used to focus only on talent, but now it’s inclusive. Pack Running Club member Zonke agreed: running is for everyone. Running Late added: it’s never too late to start. After post-COVID isolation, the message was clear: Let the people run!
The cool down
The week ended with recovery and celebration. Hyperice helped runners loosen tension with air compression and deep tissue massages. CPT DJs kept the energy high, from Kdollaz’s nostalgic sets to Shamiso’s electrifying Gqom beats. Even with the marathon cancelled due to extreme winds, the final celebration turned “after tears” party honoured the runners’ effort and resilience.
Looking back
From shake-out runs to panel talks, shoe trials to DJ sets, Nike’s takeover left a mark on Cape Town’s running culture. It reminded everyone why Nike’s community runs hit differently: a mix of movement, culture, and shared energy that lingers long after the finish line.
