Tied Together was an epic journey in response to a global issue. ALLDAYEVERYDAY collaborated with NIKE and (RED) to activate communities to lace up and move through the streets of London, New York, Milan, Berlin and Paris, to help fight the deadly disease.
We worked with Nike’s global ambassadors to recruit twenty four teams of ten in each city to work together to define the routes for the relay that would leave their mark. The Nike Stadium in each city acted as HQ where participants could prepare, train, meet teammates, create content and establish a following.
ALLDAYEVERYDAY utilized proprietary technology to create a platform for runners to live-upload cell phone photos throughout the event. These photos were published online and projected in Nike Stadiums throughout the world.