Run Dem Crew
Rosie Lee Creative
Client:
Nike UK and Charlie Dark
Team:
Russell Clayton
James Nelson
Helen Stergios
Tim Fletcher
Mark Boyce
From day one, we’ve kept the RDC identity bold, distinctive, and unapologetically raw—always capturing the gritty, authentic vibe that Charlie and the crew bring to everything they do. When Nike came on board as a sponsor, we turned their Shoreditch HQ into a war room that felt like an underground activist hub. We used Charlie’s running haikus as the basis for flyposter designs, brought in one of London’s best to give them that street-weathered look, and outfitted the space with utilitarian packing crates that doubled as seats and kit storage. Whiteboards for mapping routes, fluorescent stickers marking RDC’s turf across London—it was a full-on city takeover.
We also created posters for each Bridge the Gap event, as mementos for all the international races RDC attended. They were more than just keepsakes—they became part of the cheer zones, a visual identity for the crew wherever they went.
One of the defining moments for RDC was when a group of them took on their biggest challenge yet—the London Marathon.
I documented that journey in AWAY! AWAY! AWAY!, a book that follows the crew from their regular Tuesday night runs all the way to crossing the marathon finish line. The book’s made up of six zine-style photo essays, all shot by Tom Hull, who wasn’t just capturing moments—he was running alongside them for the four months leading up to the race.
For the book, I wanted to strip away the glossy, polished marathon aesthetic and go for something more raw and real. The end result? Hands-on, gritty, and full of energy—exactly how RDC lives and breathes. It’s an honest tribute to the crew, their journey, and every mile they’ve smashed together.