New Balance
D4R collaborated with New Balance to design and realise a minimalist gallery-inspired activation at the Oxford Street flagship store for the London Marathon 2026 Run Your Way campaign.
London Marathon 2026
Run Your Way.
Introduction
New Balance has been the official apparel and footwear partner of the London Marathon for over ten years, a partnership that celebrates the spirit of every runner who takes to the city’s streets. To honour this milestone and the 2026 race, we were tasked with creating a high-impact retail takeover at the New Balance Oxford Street flagship store.
Focusing on ‘The Stage’- the store’s premier activation zone, to create a dynamic, evolving environment that mirrored the energy of the marathon journey, from the final weeks of training to the glory of the finish line.
idea
Following our successful execution of the New Balance Holiday campaign, D4R was awarded the design and production for this marathon-specific activation. The client’s core requirement was to celebrate the marathon without overshadowing the launch of the Ellipse shoe collection. We worked collaboratively with the brand’s design team, maintaining a minimalist yet premium approach, keeping true to the DNA of the New Balance core material palate to find the perfect balance. The goal was to supplement the product launch with subtle marathon nods, ensuring the vibrant, neon colours of the performance footwear spoke to the consumer while still reflecting the community-driven activations New Balance have become synonymous with, such as the official medal engraving service.
insight
The strategic foundation for this activation was rooted in a deep understanding of New Balance’s premium retail identity, which prioritises a minimalist and industrial aesthetic. Rather than competing with the high-energy, neon palettes of the hero footwear, our design strategy used a pared back approach, where the architecture served as a gallery Esque backdrop for the product. This was achieved through a meticulous selection of materials including brushed metal frames and dark walnut veneers that offered a premium feel which whispered greatness without yelling it. By integrating a colour story of Medusa Green, Cosmic Jade, and NB Navy, we created a subtle visual thread that connected the physical environment directly to the technical apparel and footwear on display.
strategy
Hero niche showcases elevated the 1080 and SC Elite shoes, which utilised layered frosted acrylic with 3D text to create a sense of depth and technical precision. This layered approach extended to the environmental graphics, where we implemented a 3D feature map wall that included an extruded street detail layer and a silver London Marathon run route. To ground the campaign in the local landscape, we integrated engraved, brushed metal run route plaques that highlighted iconic locations like Victoria Park and the Wapping Thames Path. Every element, like the debossed “Run Your Way” timber to the technical development of the heritage shoe wheel, was engineered to showcase New Balance’s ten-year legacy as a sponsor while maintaining the clean, architectural integrity of the Oxford Street flagship.
customer journey
The activation was anchored by the “Run Your Way” campaign, a wholesome and inclusive message designed to resonate with every level of athlete. We wanted the customer journey to feel individual and empowering, reminding participants to run at their own pace.
This was actualised through various touchpoints in the store, from the debossed wood feature walls to the interactive elements that invited runners to engage with the brand on a personal level. Whether it was a first-time marathoner or an elite athlete, the space was designed for customers to take away a sense of personal achievement and community connection.
Realisation
The project was defined by its rapid, scheduled transformations to keep the retail experience fresh and urgent. Between March 5th – April 1st, the focus was on preparation, featuring a central wooden Ellipse shape table with a Medusa Green topper to showcase the latest gear.
On April 1st, we executed a major shift by removing the central table and replacing it with a heritage-focused prize wheel. D4R managed the technical development of this wheel, which showcased various shoes from New Balance’s ten-year history as a London Marathon sponsor, connecting the brand’s past innovations with the current hero launches.
The final part of the activation occurred over the marathon weekend. While the race was underway, the medal engraving station was first activated at the finishers’ party at Somerset House. After the event, the following morning, we moved the entire setup to the Oxford Street flagship. We transformed the upstairs area into a dedicated celebratory hub, allowing finishers who visited the store to watch their achievement being personalised in real-time. This seamless transition from a major event space to a premium retail environment ensured New Balance remained the ultimate destination for the marathon community.
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