Skip to main content
Canada’s most-awarded newsroom for a reason
Enjoy unlimited digital access
$1.99
per week
for 24 weeks
Canada’s most-awarded newsroom for a reason
$1.99
per week
for 24 weeks
// //

Yes, yes, Toronto is world-class, but our true loyalties are at the neighbourhood level. Nike is trying to tap into these local allegiances in a ubiquitous campaign for its 10-kilometre RunTO event, taking place May 29 on the islands.

A first round of billboards and transit posters carried messages in which neighbourhoods taunt each other with lines like, "Nice outfits, Rosedale, but can you run in them?" A new campaign launched more recently plays off astrological rivalries, but Nike says the next set of ads, which are prepared by Toronto ad agencies Taxi and Cossette Media, will tap into local community loyalties again. Ads written in Chinese, Greek and Italian will appear in community newspapers, challenging ethnic communities to participate, with calls to action in their own language, such as, "Let's give the city a real taste of the Danforth."

The neighbourhood themes will be repeated during the race, with ads in 10 Toronto neighbourhoods. A message at Yonge and Dundas will read: "Entering Dundas Square. We're not loitering. We're waiting for you to catch up." Near Bloor and Avenue Road: "Entering Yorkville. We're shopaholics turned runaholics."

Report an error Editorial code of conduct
Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

If you do not see your comment posted immediately, it is being reviewed by the moderation team and may appear shortly, generally within an hour.

We aim to have all comments reviewed in a timely manner.

Comments that violate our community guidelines will not be posted.

UPDATED: Read our community guidelines here

Discussion loading ...

To view this site properly, enable cookies in your browser. Read our privacy policy to learn more.
How to enable cookies