Inside Somerset House, New Balance’s London Run House is a masterclass in community-led activation. By transforming the Embankment Galleries into a sanctuary for the TCS London Marathon, the brand trades elite gatekeeping for radical belonging. From borough-led documentaries to post-race recovery zones and medal engraving, every touchpoint validates the runner’s journey. It works by shifting from a footwear partner to a cultural stakeholder, proving that if you run, you belon

New Balance’s "Run House" in Rome is a masterclass in Legacy Reactivation. By transforming the 15th-century Corsie Sistine into a wellness and recovery hub for the marathon weekend, the brand returned the historic hospital to its original purpose: care. Blending breathwork, product discovery, and community runs with Roman culture, the activation moved the needle from pure performance to holistic wellbeing, creating a high-dwell-time sanctuary in the heart of the Eternal City.

adidas Hybrid Hotel in East London redefines brand activations: a free, immersive recovery space blending red-light therapy, coaching, supplements, and The Circuit Suite for elite product testing. It turns wellness into experience, making performance accessible to all while deepening brand connection and showcasing future retail possibilities. This is experiential retail at its best, interactive, purposeful, and human-centred.

SDD25/10_01: Nike’s return to the Tokyo Marathon Expo after a decade showcased an exceptional blend of immersive retail design and athlete-focused product testing. The activation provided runners with a hands-on experience to discover the perfect footwear, highlighting Nike’s expertise in maximum, responsive, and stable cushioning. By transforming the expo space into an interactive trial zone, Nike created an environment where runners could test shoes in real-time, ensuring p