Mutant were tasked with concepting and producing JD Sports’ Spring 2026 Nike Running campaign. We launched WE RUN THIS CITY. A 360 campaign including digital, social, OOH and with a massive footprint in retail, across Europe. The campaign redefines what running means for gen-z. Tapping into “everyday hustle”by drawing parallels between daily life and running. Positioning performance as an integral part of a multi-faceted lifestyle. Under “We Run This City,” we bridged Nike’s slick performance innovation with JD’s cultural capital and community-driven energy. The storytelling reflects Gen Z’s influence across culture, work, and everyday life.