Nike After Dark Tour 2025: Reclaiming the Women’s Running Experience

In 2025, Nike Running revived its iconic After Dark Tour—a global series of nighttime running events designed to unite and empower women runners across six major cities: Sydney, Shanghai, Seoul, Mumbai, Los Angeles, and Mexico City.

When Nike enlisted us to create the digital experience for After Dark’s return, MW.S embraced the opportunity to not just relaunch an event, but to reframe what women’s running looks and feels like. Our goal was to craft a bold online presence that blended grit, femininity, and celebration—challenging outdated norms and championing a new, inclusive running culture.

The scope of the project came with complex demands. From managing communications with multiple regional teams, to building a unified yet localized experience across different time zones, to ensuring a seamless global signup process each challenge required careful coordination and inventive thinking.

MW.S developed a web platform driven by high-contrast visuals, bold typography, and immersive motion design. The site functions as a central hub for storytelling, event information, and user engagement, anchored by a dynamic list and globe view. We engineered a custom interactive globe that allowed users to explore locations and personalize their After Dark experience.

More than just a running event, After Dark 2025 marked a turning point in Nike’s long-standing legacy of supporting women in sport. This campaign redefined the boundaries of digital engagement, athletic storytelling, and brand purpose at a global scale.

As Nike continues to evolve the narrative around women’s running, our work on the After Dark Tour underscores our commitment to building transformative digital experiences for the world’s most influential brands—during their biggest cultural moments. This is more than a website, it’s a movement made visible.