New Balance Unites Runners in New 'Run Your Way' Campaign
The New Balance brand is launching the next edition of its 'Run Your Way' campaign, aimed at highlighting the diversity and multidimensionality of the running community. The campaign, which has a global reach, kicks off on September 25 and in the UK will be closely tied to the upcoming London Marathon. As part of the marketing efforts, a range of activities and a broad advertising campaign in public spaces (OOH) have been planned.
'Run Your Way' aims to unite all runners, regardless of their level of experience. It is not about overlooking those who achieve the best results, nor about favouring only beginners. The key message of the campaign is to show that everyone who runs – whether they complete a marathon in under three hours or run three miles before work – is part of a larger community.
A New Chapter of the Campaign
Through the 'Run Your Way' platform, New Balance wants to emphasise the individuality of runners, rather than focusing solely on running itself. It is running that allows each of us to express our unique independence and personality.
The autumn edition of the Run Your Way campaign launches worldwide on September 25 and
will focus on brand activations during major running events such as
the New York City Marathon. The activities will draw on running communities and
the stories of diverse runners whose relationships with the activity are
entirely unique. These include: Mike Kratzer – a German marathon runner and leader
of a running community, Cat Burns – an artist from the UK, Catherine
Debrunner – a Paralympian and marathon runner, Sydney McLaughlin – an Olympic
medallist in the 400 m hurdles, and Endrick – a Brazilian footballer and Real
Madrid player.
Activations in the UK
In the UK, the culmination of the Run Your Way activations will be activities during the London
Marathon. On Friday and Saturday (27-28 September), New Balance invites you to a stand
as part of the Expo at the ExCeL London, where you can explore the
brand's latest product offering, personalise T-shirts and receive discount vouchers
for running gear purchases. In front of the venue, a New
Balance zone will be set up with a special bus, where you can test the latest models
of shoes, win prizes in competitions, create a unique supporter banner and
meet the brand's ambassadors. Additionally, on Saturday at 10:00 AM, a
warm-up Shake Out Run will start from Hyde Park, led by
New Balance Run Club coaches. The NBRC community will also be responsible
for the Sunday Cheering Zone, where you can immerse yourself in the marathon
atmosphere and cheer on your favourite runners.
Complementing the activities around the London Marathon are Run Your Way key visuals with
global ambassadors, which have appeared in the capital on various OOH media: including
on the Underground (Ströer), on murals (Good Looking Studio) and large-format banners
(Braughman). Online activities related to the Run Your Way activation are handled by the agency
They, while support in the area of PR and influencer activities is provided by the Snow PR agency.
Company Information
New Balance is a brand that produces running gear and apparel, promoting the diversity of the running community through its 'Run Your Way' campaign. The company emphasises the individuality and unique independence of runners, regardless of their level of experience.
