Nike

Dubai summers are brutal. When the mercury regularly shoots past 50°C, even the most dedicated runners think twice about lacing up. Enter 'Say hello to 5 am.' The idea was simple: beat the heat by getting your miles in before the city becomes an oven. Those precious early morning hours became prime time for runners. The campaign across OOH, print, digital, radio, and in-store, rallied Dubai's running community around pre-dawn sessions, showcasing Nike's heat-ready kit and organising group runs across the city.