Welcome to The Runaway
New Balance x London
As a London Marathon sponsor New Balance wanted to create a place where runners could come together.
A sponsorship activation that rewarded runners for the training miles they log.
We discovered runners top post run activity was a pint with friends. So we created The Runaway. A pub, with a hidden ‘speak easy’ gym.
Partnering with Strava runners could earn pints for the miles they ran.
The Runaway was open three days a week to members of the public and became a hotspot for runners and clubs to gather.
We didn’t stop there though. The Runaway was maximised by hosting wholesaler events, showcases, photoshoots and sales meetings.
Design – everything bespoke from the pint glasses to the beer mats and runners towels
Execution – developed a calendar that all teams at NB could feed into if they wanted to book a night or day at The Runaway, with a bar team trained on NB product knowledge and serving London Marathon partners Fullers (Asahi) and Pieminister to tired runners.
After the success of The Runaway we were tasked with taking a slice out of NYC by serving up a bespoke pizza shop and exclusive merch.
There really isn’t a better fuel than pizza.
From design to delivery we managed the whole process, sourcing a build partner in the US and sending our own NB shoes to be on the ground for every phase of the journey. Culminating in a visit from Barstool Sports to taste test our offering.
3.2 Million Impressions
8% Brand Uplift
8% Increased Sales