Running is a Sacred Art
Spring 2024

To get casual runners to choose New Balance, we wanted to focus on what makes them come back time and time again to running: that runner’s high, that flow of mind, body and soul that can’t be replicated. We’re treating running how it should be treated: as a sacred art.

Our goal was to create a community around the campaign, so we set up routes in 20 cities in the US in collaboration with Strava. The routes are connected by portals with tracking software that display running activity from portals across the country. Along the routes, we created “shrines” like benches, water fountains and challenges for runners to interact with.

Finally, the temple of running -- a New Balance store located in Boston, where the company has its roots. Inside the “temple,” you can see the amount of energy runners across the country are generating on NB routes through Strava data, collected into displays alongside museum-like running attractions.