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Launch Concept: Run Your Way This concept introduces Run Your Way, a New Balance experiential launch designed to encourage runners of all levels to restart, refresh, and recommit to running in January. Featuring the 1080v15, the campaign focuses on inclusivity, consistency, and everyday movement rather than elite performance alone. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/b4d832c8-91e0-46f9-a739-1e5e208eb262/Melior+New+Balance+2.jpg Work - Launch Concept: Run Your Way January is a critical moment for runners - motivation is high, but drop-off happens quickly once resolutions fade. Many feel intimidated or excluded by elite-driven running culture. This creates an opportunity for New Balance to position the 1080v15 as an everyday running shoe that makes running feel good, approachable, and sustainable over time. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/6ea88dca-3723-45fd-9af3-314daed7c519/Melior+New+Balance+3.jpg Work - Launch Concept: Run Your Way The activation is designed to restart running routines, reinforce movement and performance in daily life, engage local run clubs and communities, and drive product trial and consideration. Success is measured through participation, trial, awareness, and conversion, ensuring both brand impact and tangible engagement outcomes. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/818915a2-bc26-467f-8960-eddff503d0c3/Melior+New+Balance+4.jpg Work - Launch Concept: Run Your Way A seven-day running challenge that allows participants to engage at their own pace, distance, and commitment level. The concept is built around daily challenges, a digital hub for tracking and motivation, and live experiences that bring runners together, creating flexibility without losing structure. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/11c351ab-b373-4bdd-bba8-3969f4c8af93/Melior+New+Balance+5.jpg Work - Launch Concept: Run Your Way This slide reinforces the emotional promise of the campaign. Run Your Way is not about perfection or pressure, but about starting where you are and finding a rhythm that works, supported by New Balance every step of the way. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/6fa9e4b3-dd49-4b10-8b9f-6ce445b906bd/Melior+New+Balance+6.jpg Work - Launch Concept: Run Your Way The activation takes the form of a semi-experiential brand hub inviting runners to start or restart their routines. Across the week, participants engage through guided community runs, hands-on product discovery and trials for the 1080v15, rotating daily pop-ups, and on-site recovery and refresh zones. The experience is designed to feel welcoming, motivating, and open to all. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/70d4fbf1-c2c4-4e1f-8aac-3801407f9657/Melior+New+Balance+7.jpg Work - Launch Concept: Run Your Way The activation blends guided and self-paced experiences, allowing runners to participate in ways that suit their schedules, abilities, and goals. This balance ensures inclusivity while maintaining a sense of structure and momentum throughout the week. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/3544b2ed-2188-40cb-b2a3-7c87aab44c89/Melior+New+Balance+8.jpg Work - Launch Concept: Run Your Way Rather than a rigid timetable, the week flows as a progressive journey, starting with community energy, moving through trial, recovery, learning, and connection, and ending with celebration. Each day builds on the last, reinforcing consistency while keeping the experience fresh and engaging. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/b7aa4a51-e95a-4eff-9f35-79fea0775bbb/Melior+New+Balance+9.jpg Work - Launch Concept: Run Your Way Premium, immersive brand experiences deepen engagement throughout the week. These include live product trials of the 1080v15, rotating daily pop-ups to encourage repeat visits, on-site recovery zones, and expert-led insights. Select evening experiences operate on a first-come, first-served basis to maintain energy and demand. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/799c2b30-60e3-43cb-bbee-3bf671b666bb/Melior+New+Balance+10.jpg Work - Launch Concept: Run Your Way The activation is designed for three core groups: consistent runners seeking routine, restarters looking to rebuild momentum, and the wider running community including urban professionals and local run clubs. Together, they represent New Balance’s everyday runner — motivated, social, and focused on long-term consistency. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/c08de2cd-bc2c-42e4-98e4-2a5e67122a5d/Melior+New+Balance+11.jpg Work - Launch Concept: Run Your Way While competitors focus on hype, exclusivity, or specialist performance, New Balance differentiates through warmth, inclusivity, and consistency. Run Your Way avoids intimidation and trend-driven spectacle, instead creating an approachable space where runners feel supported rather than judged. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/163e7b33-c7e0-4ab5-b26f-8864a52c3585/Melior+New+Balance+12.jpg Work - Launch Concept: Run Your Way The activation is proposed for January 5–11, 2026, capturing New Year momentum while remaining accessible to working professionals. Weekdays operate on open, first-come access, while weekends introduce limited-capacity experiences to manage demand and elevate perceived value without paid ticketing. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/6c4437e3-29fe-4472-b69c-fb205ee047c0/Melior+New+Balance+13.jpg Work - Launch Concept: Run Your Way Marina Bay Event Space is selected for its accessibility, visibility, and scale. The expansive, flat grounds support large-scale pop-ups, recovery zones, and dynamic programming, while the iconic skyline reinforces New Balance’s global yet community-driven positioning. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/00db7eda-b987-4f60-a415-dc2539cf1d75/Melior+New+Balance+14.jpg Work - Launch Concept: Run Your Way A dedicated New Balance community app enhances the physical experience through QR-based check-ins, personalised dashboards, live progress tracking, and community connection features. The platform extends engagement beyond the event, enabling future runs, clubs, and recurring activations. https://images.squarespace-cdn.com/content/v1/626bc8e34b4c18110b533704/121d718f-b389-4882-bbc0-29179e98256d/Melior+New+Balance+15.jpg Work - Launch Concept: Run Your Way The closing reinforces the core idea: New Balance supports runners not just at the start, but every day. 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