Runlock

Client: New Balance

For nearly 100 years, people who love to run have run in New Balance shoes. The original has held steady, but new competitors are gaining ground.

We needed to remind runners that we ARE running, the embodiment of the euphoria at the heart of the sport. We introduced Runlock: a campaign that created an emotional connection to our brand.

We challenged them to run 30km in 30 days.

In January, the most depressing, cold, dreary time of the year. We got them out. Running. We partnered with Strava to unlock New Balance product giveaways as users logged their miles. We popped up with in-person events to amplify our message. We broke into news and social feeds with influencer running groups and appeared across lifestyle and wellness sites like Hypebeast and Runpack. OOH reinforced the link to runners's high along city running routes.

And for the ultimate payoff, we placed lockers filled with rewards.

Runlock, a campaign that started local, went global, recruiting runners from 180 countries.

Enough to run around the world 550 times.

Reigniting New Balance's association with running. Recognized as an award-winning global campaign. With results so good, we'll be doing it again.