New Balance hit the ground running in Singapore & Malaysia
Pop experiences helped New Balance build a foothold in Singapore and Malaysia.
The Challenge
New Balance wanted to accelerate its growth in Singapore and Malaysia, building brand awareness in two important markets.
But with limited local brand infrastructure and no dedicated regional social presence, conventional marketing wasn't going to cut it.
Our challenge was to find a way to reach local runners, build credibility and give them compelling reasons to engage with the brand.
The Approach
For fitness enthusiasts in the region, brand affinity is best built through participation, shared experience and peer validation.
So instead of asking them to come and engage with New Balance, we took the brand into their world.
We created a series of pop-up Run Hubs in Singapore and Kuala Lumpur, offering a range of engagement options around three core themes:
A Better Run
Run coaching, workshops and expert advice on finding the right footwear - which visitors could immediately test out on treadmills and local running routes.
A Better You
Inviting visitors to customise products, share their personal fitness goals and even send motivational postcards to their future selves.
A Better Legacy
Partnering with running clubs, coaches, creators and local businesses to bring their own audiences into the experience and put local communities at the centre.
The Impact
Over 12 days, the Run Hubs engaged over 2,300 runners, generated 1,700+ shoe trials and inspired 400 pieces of user-generated content.
The response was so positive, New Balance plan to invest in a permanent Run Hub in Malaysia.
12 days
Across two markets17
local runnning clubs activated2,300+
runners engaged400
peices of user-generated content1,700+
Shoe trialsx3
Finalist, Marketing interactive awards asia