Sportswear manufacturer and retailer New Balance unveiled the ‘New Balance Townhouse’ during the TCS London Marathon at the weekend, to act as a community hub.

The American footwear and apparel firm has six retail stores across the UK.

And the brand invited marathon participants and their friends and family to celebrate the New Balance strapline: ‘Run your way‘, an ode to each athlete’s uniqueness.

Situated on Cavendish Square near Oxford Circus, the New Balance Townhouse offered people a “go-to base for a day full of energy, recovery, and connection” as the race unfolded.

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From 8am on 27 April, a range of activities were available to visitors on a first-come-first-serve basis, starting with a Marathon Watch Party, which allowed people to kick-off the day with a live stream of the race to support loved ones.

This was followed by a Runners’ Café, which helped people refuel with complimentary drinks and snacks, as well as a Cheer Zone for people to design their own banner to support their favourite runners.

Later in the day, runners were able to personalise their own medals with a special engraving session, and were subsequently able to relax with a nail bar and tailored recovery and yoga.