Rewards come to those who run. Some run for the release. Others run to see what they can achieve. Whether it’s together or alone. We are all on the same journey. 

This is the ethos that sits at the heart of New Balance’s ‘runlock’ campaign which underlines the power of running to unlock both physical and mental benefits. An inclusive message on the power of each individual’s fitness journey. 

Granted, after the excess of the festive period, that journey may well be a little bumpier or slower in January. Yet New Balance’s latest campaign, which challenges people to ‘runlock’ their physical and mental potential by running 30 km in 30 days, is mercifully free from the negativity of the ‘new year new you’ messaging traditionally embraced by sports brands at the start of the new year.

The Europe-wide campaign, teased by Hypebeast the week before launch, builds on this ‘runlock’ theme with a Strava partnership and the launch of the 30 km in 30 days challenge. Runners are challenged to run 30 km in 30 days to unlock the chance to win prizes, including an entry to the 2023 New York City Marathon, bespoke training sessions from British Marathon Champion, Jonny Mellor, and a selection of New Balance running shoes and clothing. 

The campaign hits all the right notes in a sports market which has historically been guilty of offering up a ‘new year new you’ or ‘blood, sweat and tears’ message, which ultimately makes movement about performance or how you look, instead of a simple and accessible joy. 

Claire Hollands, Managing Director at MullenLowe, explained: “So often sports campaigns are about performance. We see people running up mountains or scaling buildings -- even though this isn't a reality for most of us. With this campaign we wanted to do something different. We wanted to encourage and empower everyone to run. It's one of the most accessible sports - and has phenomenal physical and mental benefits. The core purpose of this campaign is to get more people experiencing them.”

Bruno Laroque, Marketing Director EMEA, New Balance, said: “It’s easy for us to forget the rewards of running and feel we’ve lost our community during the colder winter months, when it’s actually the period where we feel the benefit of both of these the most. Rewards Come To Those Who Run serves as a reminder to all runners of the physical and mental rewards of running, no matter the season or the various motivations. This pairs with the New Balance Strava challenge which offers an inclusive community challenge to participate in.”

A beautiful reminder to get moving, mercifully free of the guilt or performance-orientated grandeur which has held sports marketing back for so long.