The Runaway / Summary
Marathons fuel human potential
Marathons bring runners closer to their communities
Training for marathons is abject torture
The Runaway Pub
We helped New Balance activate its sponsorship of the Virgin Money London Marathon and show runners that the brand truly gets running.
We achieved this by tossing aside the marathon marketing playbook (Elite runners! Emotional stories of perseverance! Strangers hugging at the finish line!), and focusing not on celebrating runners' highs, but on alleviating their lows.
By talking to runners, we learned that while the London marathon — with its wacky, party-like atmosphere and community togetherness...