NEW BALANCE OLYMPIC TRIALS
- Eugene
- Brand Activations
- Apparel & Footwear
New Balance Ignites the Track and Field Scene
THE CHALLENGE
More Than Just a Race
The 2024 U.S. Olympic Trials for track and field ignited Hayward Field in Eugene, Oregon. This ten-day event, organized by USA Track and Field, crowned the nation’s top track and field athletes to compete at the Paris Olympics.
Recognized as a mainstay brand within the track and field community, New Balance aimed to amplify their “Run Your Way” campaign, a celebration of individuality that encourages everyone to embrace their unique running style, and of course, support their athletes as they attempt to live out their dreams and become an Olympic athlete.
Partnering with the beloved Prince Puckler’s Gourmet Ice Cream, New Balance combined the love of track and field and ice cream for all attendees. Additionally, the brand’s partnership with CITIUS Mag, their trusted track and field news and podcast outlet, required a designated area for podcast recording and event coverage.
THE SOLUTION
Building a Mobile Brand Hub
New Balance and Impact XM forged a powerful partnership to create an immersive brand activation experience. Recognizing the need for a versatile and dynamic platform, Impact XM developed an impactful solution: a two-story mobile trailer.
This mobile hub served as the perfect “home base” for multiple initiatives. Upstairs, a state-of-the-art podcast studio was created in collaboration with CITIUS Mag, providing a dynamic platform for athlete interviews and engaging content.
Downstairs, a comfortable viewing area equipped with TVs and seating transformed into a lively space for Prince Puckler’s ice cream customers to enjoy their treats while immersing themselves in the action.
The mobile trailer was strategically branded with New Balance’s “Run Your Way” campaign, ensuring maximum visibility and brand recognition. Perfectly timed to coincide with the Olympic trials, the activation offered athletes a unique opportunity to share their journey to the Games with CITIUS Mag and New Balance.
To enhance engagement, a fun and interactive element was introduced: a coin hunt. Visitors were encouraged to search for hidden coins, which could be redeemed for complimentary ice cream from the adjacent Prince Puckler’s shop, creating a delightful and rewarding experience for all.
THE IMPACT
The New Balance activation was a resounding success, drawing enthusiastic crowds that spilled out onto the streets. The lively atmosphere was a perfect blend of entertainment and engagement, with visitors enjoying the podcast, indulging in delicious ice cream, and participating in the coin hunt. The activation’s popularity is evident in the impressive numbers: 926 Ice Cream Coins were claimed and CITIUS Mag were able to conduct 30 podcast recordings from the heart of the New Balance mobile trailer.
