New Balance - Ellipse Launch

Challenge

New Balance launched the new Ellipse running shoe during March 2026. The objective was to translate the global “Lose Track of Time” platform into a locally relevant, culturally resonant launch moment that would authentically connect with South African runners, creators, and media.
Rather than a traditional product showcase, the ambition was to create an immersive brand experience that allowed guests to physically test the product in real conditions, while fully stepping into the New Balance mindset of performance meets lifestyle.

Connection

To bring the Ellipse launch to life, we developed the creative concept Dine & Dash—a high-energy,immersive takeover of Arthur’s Mini Super that transformed the space into a hybrid of runner pit stop, content studio, and cultural hangout.
Our location was strategically selected as an untapped cultural territory within the running community—already naturally used by runners but not yet owned by any brand in a meaningful way.

This made it the perfect physical expression of where New Balance wants to live at the intersection of performance, community, and lifestyle culture.

THE EXPERIENCE

1. Arthur’s Mini Super Takeover
The space was reimagined into a fully branded, immersive
environment.
A custom-designed New Balance-inspired mini menu featuring “design-your- hot dog-your way” experiences
A full store re-stock with New Balance house branding, designed and produced by IMA
Interactive in-store style games such as Legs & Ladders”, adding playful engagement
Curated spatial design that blended retail, lifestyle, and runner
culture aesthetics
The result was a content-first environment where guests could naturally engage with the brand without feeling staged or forced.


2. Content Content Content
On arrival, each guest received:
A pair of New Balance Ellipse shoes
A custom bright red branded tote bag Kodak disposable camera

The concept encouraged guests to document their experience through their own lens, capturing how they “lose track of time” throughout the event.

All cameras were collected at the end of the event, digitally developed, and shared with guests post-event, extending the life of the experience and amplifying earned content.

3. Run Your Way


Guests could get a bespoke artwork from a local illustrator by explaining
to them what Run Your Way meant to them – these masterpieces were popped into the box frames in guests goodie bags to take home as a forever keepsake and constant reminder.

POST LAUNCH EXTENSION

Running Late Club Trial Experience

To extend momentum beyond the launch moment, New Balance partnered with the Running Late Club the following week to bring the Ellipse into a real community running environment.

This event was hosted by our New Balance Tech Reps, who perform multiple roles for the brand, recruited, trained and managed by IMA.

The activation took place at Glen Country Club, where members of the Running Late Club were invited to trial the Ellipse across structured 5km and 7km routes.
This was not a static product showcase—it was a full road activation. The team and runners moved together through the Atlantic Seaboard, unified in Ellipse footwear and supported by bold Running Late Club x New Balance branded flags, turning heads as they ran through the streets.
The experience blurred the line between brand, community, and culture, evolving into a moving brand statement on the road. On return to Glen Country Club, the experience shifted into celebration mode with a live DJ-led finish-line moment,reinforcing the energy, culture, and lifestyle positioning of the brand.

Buyability Impact

Over 80 pairs of Ellipse shoes taken out for real-world trial Strong community participation through Running Late Club.

High visibility brand presence along the Atlantic Seaboard running route.

Seamless integration of performance testing and lifestyle celebration.

Deepened brand immersion beyond the launch event into lived community experience.

Results

• 50 ATTENDEES + INFLUENCER + RUNNERS + LIFESTYLE + FASHION
• 50 Pairs Ellipse seeded to the right community
• 80 Pairs Ellipse trailed by potential customers at the Running Late Club Run