New Balance Indoor Track & Field Nationals
- Boston
- Brand Activation
- Apparel & Footwear
Crafting an Unforgettable Sporting Event
THE CHALLENGE
Celebrating Young Athletes
In support of the future of our young aspiring athletes and to highlight their recently opened state-of-the-art brand campus, “the TRACK”, New Balance hosted the Indoor Track & Field Nationals event in their new 500,000 square foot space in Boston for the first time.
While the new world class multi-sport facility features permanent branding and wayfinding in some areas, the event experience needed inspirational event-level branding and interactive moments that would engage parents and young athletes alike while promoting brand recognition and key messaging at all touch points.
THE SOLUTION
Making Memorable Moments
Impact XM helped New Balance bring the Indoor Track & Field Nationals event to life through a wide variety of strategic branded touch points tailored to the audience. Interactive photo opps, an all-American pop-up retail environment, event wayfinding, the athlete lounge, backpack pickup, and plenty of additional retail displays served to encourage social sharing and point-of-purchase opportunities while also driving traffic to the New Balance flagship store and specialty event merchandise—the New Balance Nationals Indoor apparel capsule collection—across the street.
We created several photo-worthy moments that would not only keep athletes and parents engaged throughout the four-day event, but also offered everyone a digital keepsake to commemorate the event, extending the life of the event and brand recognition. Throughout the meet, Impact XM also provided continued logistical support to ensure a seamless event experience for both the client and the athletes.
THE IMPACT
With 5,000 athletes registered, this year’s meet was the largest New Balance Nationals Indoor event to date. New Balance successfully hosted their Indoor Track & Field Nationals event in their new state-of-the-art facility for the first time, leading the way for future Indoor Nationals events down the road. Thanks to the photo-worthy moments throughout the event space, the athletes and audience left with a memorable experience that will live on through their social posts and camera rolls as a reminder of the incredible sporting event and facility provided by New Balance.
“To host New Balance Nationals Indoor at our very own, state-of-the-art facility makes the event even more special. The TRACK at New Balance is designed to break records, and with the largest number of participating athletes ever, we can’t wait to see history be made throughout the weekend.”
