Mumbai, May 10, 2025 — A city known for its never-ending hustle paused for something unexpected: thousands of women ran through the streets of Mumbai… after dark… in neon sneakers… powered by matcha and oat milk.
Welcome to the Nike After Dark Tour — where sweat met style, and every high-five came with a side of green froth. 💚
The Scene: Lights, Beats & A Stampede of Sports Bras
Nike doesn’t just do runs — they make running feel like a party. Think glow-in-the-dark wristbands, live DJs, and enough serotonin to replace your therapist. Over 3,000 women laced up to celebrate movement, strength, and International Women’s Day.
The vibe? Electric. The purpose? Empowering. The post-run craving? You guessed it.
The Real Race? To the Matcha Booth
People came for the run, but they stayed for the iced matcha. Not just any matcha — Glow Glossary’s ceremonial-grade blend + Dancing Cow’s oat milk hero, Oatish.
The line to the booth? Longer than the warm-up queue. One runner was overheard saying, "I’d run a full marathon if it ends with this oat milk in my hand."
What’s the Hype?
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Glow Glossary Matcha: Vibrant, smooth, and sourced from Shizuoka, Japan. Packed with antioxidants and feel-good energy.
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Oatish by Dancing Cow: Creamy, dairy-free, no added sugar, zero cholesterol, gut-friendly, and it froths like a dream.
Together? Latte magic.
Cows Were Not Harmed in the Making of This Latte 🐄
Oatish stole the show. It was creamy, functional, and straight-up delicious. Whether you’re matcha-obsessed or just oat-curious, this was a moment.
Shoutout to Minty the Cow (Dancing Cow’s sassy oat mascot) who was probably doing backflips in celebration.
Highlights from the Crowd
“This matcha slaps. Can I get a refill?”
“I don’t even like oat milk and I loved this.”
“I came for Nike, I stayed for Matcha latte.”
If Oatish had cartons on hand, they'd be gone faster than race-day slots.
Why This Collab Worked
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Audience Sync: Stylish, health-first Gen Z & millennial women.
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No Gimmicks: Just great product + clean branding + authentic interaction.
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Highly Shareable: Aesthetic lattes = Insta gold.
Final Words From the Cow’s Mouth
Aarohi Surya, founder of Dancing Cow, said it best:
"Our oat milk was created to make plant-based living not just doable — but damn delicious. Seeing runners sip it post-race was a full-circle moment."
Want to try it?
🌈 Order your Oatish now on Blinkit or Zepto and join the oat-loving crew.
🎥 Follow @dancingcow.in and @glowglossary for the next pop-up.
✨ Tag us in your matcha moment with #GlowWithOats
Glow. Run. Sip. Repeat.