Run Your Way

New Balance is a 100-year-old family-owned challenger brand. Our Brand Pulse global tracking data showed this success was undermining its position as a performance leader. In 2022 we set a goal to become #3 in Europe in 2024. Our challenge was that New Balance is now a fashion icon – we needed to rebuild running with authenticity.

Without the big budgets of Nike and Adidas, we crafted a long-term, sustainable media strategy to reconnect with the running community and build back brand equity in key international markets. In January 2023, we launched Run Your Way, a media-led initiative that saw 250k+ people around the world run 30k in 30 days. Brand Pulse (our real-time brand tracking tool) saw association between New Balance and running sports increase by 5.1% in core markets over the campaign period.