Athletic brand New Balance and wellness platform Kic have launched a second campaign partnership – a run club for young women and non-binary folks across the country to learn how to run with confidence.
Launching wth events in Melbourne and Sydney via Mango Communications, part of DDB Group, the run clubs form part of Kic’s eight-week challenge (KICRUN).
The initiative aligns with New Brand’s global Run Your Way platform. To create an inclusive and accessible space for female runners, New Balance and Kic’s new run club meetups aim to help runners overcome self-doubt while encouraging fun and support.
Guests at the launch trialled New Balance’s latest running shoe, the Fresh Foam 1080v13, and participated in a run led by Kic co-founders, Laura Henshaw and Steph Claire Smith.
“This new initiative isn’t just about running, it’s about connection, empowerment and having fun,” Henshaw said.
“It was so special to work with New Balance and create a positive, judgement-free space for women and non-binary people to support and uplift each other.
Smith said she used to hate running because of comparison. “Running is trending right now but in saying that it’s important to understand that we are all at different stages of our running journey.
“Together with New Balance, we’re committed to showing women across Australia that if they have the ability to run, they are runners, no matter how they do it.”
The run clubs address common barriers to entry that were revealed by a research survey of over 5,000 respondents by Kic and New Balance. Motivation (62%), sense of community (37%), and boost in mood (25%) were the top reasons to run with friends or people in the community.
“It’s been so rewarding seeing people experience the benefits of running together,” said Polly Morris, brand marketing manager at New Balance.
“We’re hearing such positive feedback from New Balance fans and Kic members who have loved the launch of the new run clubs and the community it brings.
“The run club meetups mark the natural evolution of the partnership between Kic and New Balance, now in its second year. We look forward to seeing what the next chapter holds.”
Alex Lefley, general manager at Mango, added that the evolution of the New Balance and Kic partnership was a testament to all partners involved.
“We started with Run Your Way talking to barriers of running independently and are now expanding to the power of connection – whether that means you enjoy running in a group or connecting with yourself,” he said.
“We can’t wait to take both brands to the next level in the performance category.”
In April, Casper Yuli of Affinity wrote about the remarkable brand transformation of New Balance for Mediaweek, shifting from daggy dad brand to hyper-cool, global phenomenon.
In August last year, New Balance unveiled a collaboration with the trendy, once-niche Danish fashion brand GANNI for the 1960Rs, which were notably worn by Taylor Swift.
See also:
Kate O’Loughlin: Marketing lessons from the rise of run clubs
Caspar Yuill: New Balance’s resurgence from daggy to desirable
Credits:
Client: New Balance
Joel Hanlon: Head of marketing ANZ
Polly Morris: Brand marketing manager
Sophie Thomson: Marketing coordinator
Cameron Maurice: Kic senior partnerships and events manager
Mango Communications
Alex Lefley: General manager
Emily Perry: Group account director
Chris Banks: Senior account manager
Ruby Loosli: Account manager
Emilie West: Senior account executive
Aimee Burn: Account coordinator