A Community-Led Launch Concept
New Balance 1080v15

Conceptual Project

THE PROJECT OVERVIEW

This project explores a concept launch for the New Balance 1080v15, designed as a week-long, community-first activation that encourages runners to start, restart, and stay consistent with their running routines.

Rather than positioning performance as intimidating or elite, the concept reframes running as something personal, repeatable, and accessible — aligning with New Balance’s philosophy of supporting runners at every stage of their journey.

The activation blends guided and self-paced runs, product discovery, recovery experiences, and community programming into a single immersive hub, designed to build habit, connection, and long-term engagement beyond a one-day launch moment.

THE BRIEF

The brief called for a one-week experiential brand activation in January that would:
- Launch the New Balance 1080v15 as the hero running shoe
- Combine experiential engagement with guided runs and community-led programs
- Feel welcoming, motivating, and accessible to runners of varying experience levels
- Include product displays, hands-on trials, and recovery experiences
- Create shareable moments and encourage repeat participation across the week
- Consider success metrics such as participation, engagement time, product trials, and run completion
- Propose a suitable venue, audience profile, and competitive context
- Explore how digital touch points could extend the experience beyond the physical activation

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
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
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,
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 toget
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.
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 da
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
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
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 experienc
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 ev
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 wher
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 an
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-
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 r
The closing reinforces the core idea: New Balance supports runners not just at the start, but every day. Run Your Way leaves participants with a renewed relationship to running, grounded in consistency, community, and confidence.
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