New Balance x London Marathon social Campaign

The Problem

In 2018, New Balance became an official sponsor of the London Marathon for the first time.

With a new partnership and training kit to launch, the challenge was bigger than simply introducing the product. We needed to establish a point of view for New Balance within one of the world's biggest running events and create something that could speak to the thousands of people preparing for it in completely different ways.

The Idea

Find Your Own Route.

There is no right way to prepare for a marathon. Every runner has their own routine, their own motivations and their own route to the start line.

We made that individuality the foundation of the campaign, positioning the training kit as something that becomes part of each runner's preparation rather than prescribing what that preparation should look like.

The idea gave us a simple creative platform that could stretch across film, photography, social and OOH, while also informing the wider social strategy around the launch.

The Outcome

We created and directed an integrated launch campaign spanning film, photography, social content, OOH and campaign assets, alongside a social strategy built around Find Your Own Route.

The result gave New Balance a distinct creative voice for the first year of its London Marathon partnership, connecting the product to the individual experience of preparing for the race rather than treating the moment as a conventional kit launch.