The singer’s ‘Halycon’ album is on limited release from today (16 April) and is being promoted as part of wider campaign for the inaugural Nike Women Half Marathon in Washington D.C later this month (28 April).
The album is being supported by a video (see below) of Goulding, who will compete in the 13.3 mile event, focusing on what motivates her to run and train.
Nike has also created the #letsturnitup hashtag to get women talking about their training regimes in the run up to the event and is encouraging those that cannot take part to use its Nike+ platform to run the half marathon distance anywhere in the world.
Additional activity will promote a limited edition of Nike’s Flyknit Lunar running shoe inspired by the singer’s favourite black and pink colours.
Nike is hoping the global tie-up can help raise the profile of the branded event as it looks to grow its share of the women’s market. Although the company has been selling shoes and apparel to women for years, it has been better known as a brand for men. Nike is looking to change this and the tie-up with Goulding is among the first of several high-profile campaigns planned throughout the year to appeal more to women.
It is not the first time Nike has partnered with an artist to amplify its fitness credentials. In 2007, it commissioned alternative dance group LCD Soundsystem to create the album 45:33 album for people to listen to while exercising.
The Nike Women Half Marathon is still likely to continue following a security review, according to reports, following explosions from two bombs at the Boston Marathon last night (15 April).
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