New Balance: Runaway Pub

Trading Miles for Pints.

In the UK, New Balance was known for its sporty and athletic wear but was not seen as serious runners’ brand. We had to win runners’ feet and their hearts in an authentic way that connected New Balance to the spirit of the London marathon. The London Marathon is about more than the miles run, it's a party on the streets, as runners, supporters and people from all walks of life cheer on each other's achievements. But the lead up to marathon day is a different story, runners go through dark times as they train, relying on a pint at the local pub as the cure-all for sore muscles and spirits. In short, London pubs are where the city’s toughest come alive. We leaned into this insight and launched New Balance’s presence in the London marathon by turning marathon training torture into a coming together moment for runners ahead of the big race, over a hard earned pint of beer.