Nike and Sports Direct Turn Leake Street Into a Pegasus 42 Race Track

Turning Leake Street into a Pegasus track Hosted at 26 Leake Street, the activation reimagined the Leake Street Tunnel famous for its ever changing street art under Waterloo station – as a 300m endurance loop for one night.

Working with On Board Experiential and the 26 Leake Street team, Nike and Sports Direct installed a purpose built track running the length of the tunnel, complete with lighting, sound and branded touchpoints that made the space feel part run club, part underground stadium.

The format was simple and brutal: 10 London run clubs/teams. 1 hour on the clock. A relay style race where each squad tried to rack up as many laps and miles as possiblebefore time ran out.

That structure turned the tunnel into a continuous moving loop of runners, showcasing the Pegasus 42 not in a showroom, but in the middle of the kind of sustained effort it’s marketed for…