New Balance Launch New Year European ‘Runlock: Rewards Come to Those Who Run’ Campaign

The New Year saw New Balance launch campaign aimed at inspiring runners of all abilities to ‘Runlock’ the physical and mental rewards of running in a marketing push subtitled ‘Rewards Come to Those Who Run’.

The Boston-based sportswear brand teamed up with creative agency MullenLowe and media outfit Mediahub to target runners of all abilities and backgrounds across France, Germany and the UK with a campaign spanning D/OOH, online, social video and digital display.

The creative features New Balance lockers which act as a visual metaphor for the rewards that can be unlocked through running; a motif that aims to deliver intrigue and act as a unique activation mechanic across communication channels and brand touchpoints through to in-store retail.

The European campaign was initially teased by Hypebeast a week prior to its official launch and the ‘runlock’ theme linked to a Strava partnership based around a central ‘30km In 30 Days Challenge’.

The initiative challenged runners to complete 30km in 30 days and was incentivised by offering participants a chance to unlock the chance to win prizes (including entry to the 2023 New York City Marathon, bespoke training sessions from British Marathon Champion Jonny Mellor, plus a selection of New Balance running shoes and apparel.

The hero spot, which shows two people running in different environments – one in nature and the other in the city – both ending their journeys at a New Balance door and it is supported by a set of creative assets which seek to drive runners to learn more about the challenge online at newbalance.co.uk/runlock

“It’s easy for us to forget the rewards of running and feel we’ve lost our community during the colder winter months, when it’s actually the period where we feel the benefit of both of these the most,” said New Balance EMEA Marketing Director Bruno Laroque. “Rewards Come To Those Who Run serves as a reminder to all runners of the physical and mental rewards of running, no matter the season or the various motivations. This pairs with the New Balance Strava challenge which offers an inclusive community challenge to participate in.”

MullenLowe Managing Director Claire Hollands added: “So often sports campaigns are about performance. We see people running up mountains or scaling buildings — even though this isn’t a reality for most of us. With this campaign we wanted to do something different. We wanted to encourage and empower everyone to run. It’s one of the most accessible sports – and has phenomenal physical and mental benefits. The core purpose of this campaign is to get more people experiencing them.”

Mediahub client partner Suri Patel commented: “Runlock taps into the mindset many of us find ourselves in at this time of year. In activating Runlock we are seeking out runners of all types. Reaching into the physical and digital worlds where they discover running and the platforms that make it a habit. Tapping into authentic every day runners across Europe in the real world and through Strava, a platform that connects them all. Regular or reluctant – running 30k in 30 days is very do-able. So it’s a great time to run to unlock the rewards of running with New Balance.”

Kode Director Sarah Chatfield said: “Whether you run on a woodland trail, by a windy lake, or through the concrete of the city – it’s a very different experience. But no matter where our cast chooses to run, they’re tied together by the core human narrative of running. At the beginning as they psych themselves up and prepare, their endorphins in the middle and then the sheer willpower needed to keep going when they’re just about at breaking point. I then wove these scenes together with carefully storyboarded transitions and match cuts to bond the three runners and illustrate how they are all on the same journey. This shows potential runners that whatever type of runner you are, the rewards are there for the taking.”

The campaign was created by a team at agency Mullenlowe Group UK led by Creatives Gavin Nastili and Tarik Bedevi and which included Chief Creative Officer Nicky Bullard, Account Director Sarah Redington, Strategy Director Emma Fine, Design Director Chris Jones, Designer Danny Flint and Composer Dan Weinberg.

The group which worked on the project at media agency Mediahub included Strategy Director Emma Fine, Planning Director Alexandra Davies, Planning Director Bea Spring, Chief Client Officer Yasemin Worrall and Chief Executive Officer Ross Jenkins.

Production was handled by Profero, Kode (with Director Sarah Chatfield) and Making Pictures, with additional input from Node, Absolute and Trim.

Comment

It follows on from the brand’s November 2022 European ‘Headline Taker’ football focused campaign.