2018 marked the 35th anniversary of New Balance first producing footwear in Great Britain – a milestone in its British heritage, made doubly special by the announcement that New Balance was to be a headline sponsor of the iconic Virgin Money London Marathon in the same year.
This opportunity represented a momentous event in the brand’s history – one for which they needed an agency with outstanding online and offline creative prowess to be able to execute at scale. That’s where we came in.
New Balance tasked us with building their marathon legacy through one hugely energetic, multi-platform campaign: Everybody’s Race. With this, we raised the brand’s profile on an unprecedented scale through hero activations, live coverage and emotive storytelling across Facebook, Twitter, Instagram and Instagram Stories. We united runners, athletes, influencers and celebrities to tell their inspirational stories, designed to ignite the pride of the people in London and galvanise thousands of runners across the country to don a pair of NB 890v6 sneaks and join the race.
Everybody’s Race also saw another first for Social Chain as our work took to the streets of London alongside 50,000 runners. Out-of-home photography was displayed all across London; on buses and along the marathon route, while the hero video was broadcast within the New Balance London flagship store and Euston station.
And although the poignant soundtrack to the campaign, Scott Garcia’s It’s A London Thing, perfectly accompanied its London-focused message, cross-platform, Everybody’s Race reached 2,619,239 people around the globe. In total, it earned a total of 3,347,564 impressions, 656,904 engagements, 704,146 video views and 14,511 new followers. Most importantly, Everybody’s Race inspired an entire city into action, successfully making a love of London synonymous with a love of running and of sport.