Every year sports brand Nike celebrates the We Run 10km amateur race in different cities around the world. During the 2013 edition, held in November in Mexico City, the event was extended to the use of social networks, especially Nike+ app, in which users were able to accumulate their kilometers not only individually but also as part of their favorite neighborhood team. Every day a virtual ranking of different contender teams were published in Nike's Facebook page.
We were invited by Flock agency to develop the badges of several of these neighborhoods, which graphic style resembled neon light tubes. After a visual and historical research, a series of historical and popular local icons were proposed to identify each one of these Mexico City districts.
The emblems were later produced in actual neon tube materials besides other applications of urban advertising. The art direction was provided by our friends Typewear.
