New Balance x Runlock

Winner of Adweek's Best International Campaign 2023. I spearheaded a flagship global campaign for New Balance, managing an interdisciplinary team of creatives & media specialists across multiple agencies and partners, to deliver their first major brand campaign in the 'running' space in Europe, across multiple channels, markets and languages. On Blue Monday 2023, we launched “Runlock”, a campaign encouraging runners worldwide to overcome the weather and “run to unlock” the rewards that come with running. This campaign spanned media partners (Hypebeast, Strava), promotional mechanics (Promoveritas, NYC Marathon), website/CRM/ecom (New Balance), production partners (Kode, Unit+Sofa, Node London, Making Pictures), influencer running groups (Snappy Runners and more), tech (SeenThis) and more. With more than 250,000 participants across 180 countries, the results far exceeded the benchmarks. The global challenge to run 30 kilometers in 30 days logged enough cumulative effort to run around the world 550 times. The campaign saw brand lifts across all target markets and set the pace as the most successful running activation for the brand globally. A few links to check out some more on this campaign: - https://www.campaignlive.co.uk/article/new-balance-rewards-run-mullenlowe/1809525 - https://www.linkedin.com/feed/update/urn:li:activity:7102321353705369600/ - https://www.strava.com/challenges/new-balance-runlock - https://hypebeast.com/2023/1/new-balance-runlock-running-campaign-video - https://hypebeast.com/2023/2/new-balance-runlock-challenge-europe-campaign-2022