Run Your Way

Client: New Balance

Remember when we just used to just go for a run? Back when running was for everyone. Without the pressure to perform or run with the crowd. When we ran for health. For happiness. For the high, or just for the fun of it.

In February 2024, New Balance returned running to the people it belongs to – you … the RUNNERS. This meant a sharp swerve away from standard running campaigns – by inviting everyone to beat the winter blues and reclaim the joy of just running. We put our money where our mouth is by investing in running communities. We followed this up by incentivising people with New Balance rewards - to take part in our ‘30k-in-30 days’ activation. Creating a branded platform for people to share their stories about their unique running journeys. We launched a world-first – partnering with Strava to generate personalised, shareable medals for everyone who took part. Amplifying our runners’ stories to influence even more people to take part. And It worked. Close to half a million people took part in the brand’s biggest running activation ever - collectively clocking nearly 40 million kilometres. Over two thousand stories shared, putting our runners at the heart of our campaign. And over sixty five thousand personalised medals generated - delivering over sixty thousand new customer leads for New Balance!