Run Club Workshops

We have been a driving force behind building New Balance's cultural relevance in the UK market for more than 14 years. Our Run Club activities build brand visibility and awareness with organic run communities across the country.

TRUTH:

To deepen our strategy to engage new and existing communities across the UK, we designed The New Balance Test Lab, an immersive brand experience, which travelled around seven cities in the UK, popping up in central locations to showcase the latest running technology from the brand.

City highlights: London, Dublin, Liverpool, Manchester, Edinburgh, Leeds and Birmingham.

Re-Imagined

Communities in each city were invited to try the latest shoes on a guided 5k run, gain invaluable running advice from resident experts and connect with other local running communities.

To generate maximum reach and ROI for the brand we:

• Recruited The Running Channel to attend all community events and document the stories across their platforms.
• Engaged New Balance retailers in each city, providing them with content opportunities with real runners around a specific product focus.
• Implemented a consistent production build across each event, with localised elements to ensure it felt fresh and unique from one city to the next.
• Hosted panel talks at each event, which included relevant cultural discussions, making it more than just a running event. 
• Events got New Balance product on the feet of all attendees, building brand affinity and encouraging potential purchases.
• Events allowed the brand to establish stronger relationships with newer communities, such as Rocup, Grove Lane and HWJ.