New Balance x London Marathon social Campaign

For New Balance’s second year as headline sponsor of the London Marathon, we built and led a 120-day integrated social campaign designed to sustain momentum from announcement to race day. I managed the core team responsible for social strategy and execution across owned channels, developing an episodic Instagram-first series with five ambassadors that documented real training milestones in a way that felt immediate and native to Stories. Alongside this, we launched a social coach series featuring NB athletes and trainers, using Instagram’s Q&A functionality to create direct, two-way dialogue with the running community. Over four months we maintained a consistent, community-led presence, proactively engaging with over 800 UK runners and positioning New Balance as an active, accessible partner in their marathon journey rather than just a sponsor.