Marketing case study
Run your way with New Balance
Fostering community and increasing brand awareness around the Berlin Marathon 2023
Berlin Marathon 2023
Sports and lifestyle Brand New Balance wanted to increase brand awareness as a running brand, while promoting their new running shoe Fresh Foam 1080v13 during Berlin Marathon - all while leveraging the prime location of Highsnobiety’s new flagship store near the finish line.
Increase brand awareness
Connect to the local community at this major marathon/event in the running season
Step authentically into the intersection of sports and culture
- >16Mimpressions
- >67Kclicks
- 2.24ROAS
- 7.49%CTR of app catalogue ad
- 463KPDP views
Launch event: Fresh Foam 1080v13
Zalando collaborated with Highsnobiety to create a complete production for New Balance and host an event for brand friends on September 22, 2023, between Mile 25 and 26 of the Berlin Marathon.
The idea was to allow visitors to enjoy the marathon atmosphere while presenting NB’s exciting new running shoe, and simultaneously maximizing brand awareness as well as buzz on Zalando.
Our event concept, as well as onsite and offsite experiences lead to an increase in brand awareness. New Balance's strong campaign performance outperformed the forecast!
