A virtual retail activation for the London Marathon

We were tasked with creating an engaging virtual experience for runners ahead of the 2022 TCS London Marathon. Working alongside creative production house tpd we created an immersive virtual experience for New Balance and retail partner

Aiming to encapsulate the euphoria of running and celebrate the community, culture and DNA of the city we developed New Balance SQ, a virtual end of Marathon meeting point.


The focal point of the experience is undoubtably the marathon range in the virtual store front. The interactive 3D products acted as click points that allowed users to learn about each product, explore colourways, move around each item in 360, view the products in augmented reality and click through to purchase.


As part of the project we defined an in-depth spatial strategy in order to fully establish the purpose of each space. Each area focused on one of the following pillars: engage, educate, connect and inspire.

The space featured a virtual New Balance store front where users could explore the marathon range through engaging content, the Mob foodtruck where runners can be educated about nutrition, a SportShoes community area that allowed people to connect through the ‘meet the runners’ series and the Spotify Mob mix, a curated playlist created to inspire as runners trained for the marathon.