The Finish Line, Inc. has launched a campaign, titled “#FNLRunsSF,” focused on the needs of female customers surrounding the Nike Women’s Half Marathon San Francisco on Oct. 18.

The campaign is an extension of Finish Line’s new Epic Finish brand position and part of its continued emphasis on product assortments, brand partnerships and consumer experiences that speak specifically to its female customers. Finish Line has centered this campaign on the journey of four fitness influencers and Finish Line ambassadors from across the country to marathon day. It wraps up with special in-store activations set to roll out this weekend at the local Finish Line shop within Macy’s Union Square.

“We want to create unique experiences through a continued focus on our female customer’s engagement with the Finish Line brand by capitalizing on relevant cultural moments,” said Elyse Schelin, digital brand marketing manager at Finish Line. “Through our #FNLRunsSF campaign, we’ve extended the marathon experience through the eyes of our female brand ambassadors to our female customers in an authentic, relevant way giving you the feeling you’re running alongside them.”

Key #FNLRunsSF brand ambassadors include (caution: user-generated content may contain explicit language): Andy Arnold – @Fitandyy, Evann Clingann – @evannclingan, Ashleigh Hinrichs – @asheejojo and Angela Shaw – @ellaesco.

Finish Line teamed up with NIKE and GoPro to provide each female brand ambassador with a GoPro to capture their experiences leading up to and during the race. They also will wear #FNLRunsSF branded apparel during the race. Customers can engage with each brand ambassador, celebrate the completion of their journeys and check out live updates from Finish Line by following #FNLRunsSF on Twitter and Instagram. Finish Line will also host content from each brand ambassador on Snapchat via @FinishLineUSA giving fans a first-hand look at the course and race experience from start to finish.

The campaign has been supported across all of Finish Line’s digital channels while offering a personalized site experience based on past browsing and purchasing behaviors as well as geo-targeted efforts in the San Francisco area.

The local Finish Line shop within Macy’s Union Square will offer customers an elevated in-store experience with the opportunity to try on and purchase the San Francisco marathon weekend limited edition NIKE Zoom and NIKE Structure footwear.