Lifestyle choice to performance partner
New Balance has seen a shift in perception. The once home of high performance sports gear has become a lifestyle brand. Therein lay our challenge. Redefine New Balance as a serious player in sports, not just style.
Through their partnership with the London Marathon, New Balance aimed to support the running community, align with performance wear again, and give runners the very best marathon experience.
Delivering New Balance at The Virgin Money London Marathon Expo, we built the largest single activation New Balance have ever seen – a retail space like no other. Over four days, we sold more shoes than we ever imagined, lined the walls of consumers’ social channels with the Expo’s most shareable photo opportunity and, most importantly, re-established the brand as a serious player in sports.