Recent U.K. chart-topper Ellie Goulding has teamed up with international sportswear company Nike for an innovative fitness and music promotion.
Titled “Ellie Runs,” the promotion will see Goulding -- who scored a U.K. No. 1 with her debut studio set "Lights" (Polydor) earlier this year -- embark on a series of outdoor runs accompanied by a small number of fans selected from the artist's online community.
All seven runs will take place in U.K. cities and towns that Goulding visits during her current tour and will be filmed, with the resulting footage due to be posted on the artist's website and Facebook page.
Other facets of the campaign's first phase include the artist designing her own Nike running shoe -- footage of which is currently streaming on the artist's Web site (www.elliegoulding.co.uk), alongside several films of runs already completed.
Phase 2 of the multi-faceted campaign rolls out in May when Polydor releases a remixed version of "Lights" intended to provide an appropriate soundtrack for people to run to. The re-mixed album will be available to purchase exclusively via the Nike Sportmusic portal on iTunes and follows similar Nike remix projects previously undertaken by LCD Soundsystem, De La Soul and A-Trak.
According to a spokesperson for Polydor, further promotional activities between the artist and Nike will take place this summer to coincide with festival appearances.