Creative agencies Mediahub and MullenLowe have partnered with footwear firm New Balance to launch a new, integrated campaign aiming to inspire runners to unlock the true physical and mental benefits of running.
‘Rewards Come To Those Who Run’ is set go live across across Western Europe this week, with targeted pushes in the UK, Germany and France, building upon the insight that runners of any ability can experience the positive effects that the activity can bring.
The campaign will be featured on digital out-of-home boards throughout the continent, supported by online and social media video activations.
“So often sports campaigns are about performance. We see people running up mountains or scaling buildings — even though this isn’t a reality for most of us,” MullenLowe managing director, Claire Hollands said.
“With this campaign we wanted to do something different. We wanted to encourage and empower everyone to run. It’s one of the most accessible sports – and has phenomenal physical and mental benefits. The core purpose of this campaign is to get more people experiencing them.”
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New Balance has also unveiled a partnership with fitness tech company Strava in which runners are challenged to run 30 kilometres in 30 days to win a series of prizes, including an entry into the 2023 New York City Marathon, bespoke training sessions with British Marathon Champion, Jonny Mellor, and a selection of New Balance apparel.
New Balance EMEA marketing director, Bruno Laroque added: “It’s easy for us to forget the rewards of running and feel we’ve lost our community during the colder winter months, when it’s actually the period where we feel the benefit of both of these the most.
“Rewards Come To Those Who Run serves as a reminder to all runners of the physical and mental rewards of running, no matter the season or the various motivations. This pairs with the New Balance Strava challenge which offers an inclusive community challenge to participate in.”
