The Amazing Thailand Marathon

Amplify partnered with Nike SEA&I to take over the streets of Bangkok during The Amazing Thailand Marathon (ATM) by localising Nike’s global running campaign of ‘Winning Isn’t Comfortable’ and crafting localised headlines that aimed to inspire and motivate the runners through their marathon experience.

ATM runners embody resilience when overcoming the physical and mental challenges of the 42.2km race in the dark at 2am. One of the key insights was that runners need motivation during the race's quiet, difficult stretches where spectators would usually be in a marathon – the runner’s journey is as much about mental toughness as physical endurance.

By combining motivational messaging with creative placements, the goal was to act as the coach, and the crowd for the runners—supporting them through every milestone with a blend of local wit and Nike’s bold running attitude.