Project Run Your Way – Valencia Marathon 2023

As partners of the Valencia Marathon 2023, INTERSPORT IC and New Balance were keen to activate this partnership together. We were commissioned to implement a European-scale activation around this major running event. The ensuing story was beautiful, under the name of the "Project Run Your Way." On December 3rd, 13 runners from all over Europe were able to cross the finish line after 3 months of complete support offered by the retailer and the equipment manufacturer. Indeed, we organized 3 weekends of gatherings starting in September in Berlin, Marseille, and then Valencia with the whole team. A more than personalized follow-up that also involved providing each participant with a complete package of outfits/shoes, a training plan, and accessories to prepare in the best conditions. Beyond the exceptional experience offered to these runners from different backgrounds, this initiative was the basis for a wide creation of content to recount the story of this adventure, but also to highlight two new running product releases from New Balance (the 1080v13 and the More that accompanied our marathon runners on their 42km journey). This activation was launched on an international scale but also had a local resonance because each involved market was able to benefit from the initiative, with the reception of specific content.