New Balance and SportsShoes.com collaborate to energise the London Marathon audience

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New Balance and SportsShoes.com joined forces last weekend to bring an electrifying atmosphere to the TCS London Marathon with their cheer zone activation space, igniting high energy, brand presence, and crowd engagement.

Syn, the holistic creative agency created the concept and brought it to life. “We wanted to bring positivity and energy to excite the marathon audience and create an uplifting atmosphere for the runners,” said Chris Newell, creative director and co-founder at Syn.

“In collaboration with New Balance and SportsShoes.com, we designed and created a dynamic space. As well as a DJ to keep things upbeat, we had interactive prize giveaways, photo opportunities, and engaging social media activations.”

The design of the activation was centered around the street environment, reflective of the journey undertaken by the marathon runners. Drawing on the essence of running clubs in communities up and down the country and across the world. Layering in the running exchange program, the activation celebrated the great cities coming together through the runners.

“As well as creating a physical space we needed to foster a sense of unity and encouragement among the participants,” added Chris. “We wanted to inspire and uplift every individual taking part and the cheer zone offered each runner support and motivation.”

“The aim for SportsShoes.com was to encapsulate the energy of the TCS London Marathon throughout the space. From elites to charity runners we wanted to celebrate each runner as they passed through mile 6. I think we did that,” commented Niamh Clarke, marketing executive at SportsShoes.com.

As the TCS London Marathon continues to inspire and unite people from all walks of life, the collaboration between New Balance, SportsShoes.com, and Syn stands as a great example of innovation and camaraderie in the world of sports marketing.

Please note: This is a promotional feature