Nike came to Preacher to build its running community and re-open its flagship store in Boston. Given the town’s pride and New Balance heritage, we teamed up with Guido Vitti, a renowned local photographer and running enthusiast. He and experiential producers, NA Collective, organically brought out some of the city’s most dedicated runners to join us. We ended up staging the run club events as editorial-style photo shoot around landmark routes. From our inspirational line “We Run in MASS.” and this collection of images, we created retail imagery, signage, official Nike gear and a limited edition zine.