Outrunning the competition with New Balance at the London Marathon 2024

With competition from giants like Nike and Adidas, we developed a cross-platform strategy that included paid social, Google Ads, programmatic display, organic search, and content creation. Our efforts were supported by in-house product feed management, data, and technology teams, ensuring every element worked seamlessly.

FuelCell and Fresh Foam took centre stage as the hero products, with audience-focused creatives and improved ad visibility driving demand in an increasingly competitive D2C and resale market. Despite higher CPCs and diluted lower-funnel CTR in paid search, a core retail channel for New Balance, our approach was designed to cut through the noise and deliver results.

Our solution was a bold, data-driven campaign that mirrored the marathon journey—powering runners from training sessions to race-day victories. Using Meta’s Dynamic Product Ads (DPAs) and a seamless cross-channel strategy across Google Ads and programmatic display, we delivered hyper-personalised content that demanded attention and drove action.

By consolidating accounts and managing product feeds in-house, we unlocked unmatched agility and precision. Tailored, audience-first creatives hit every touchpoint, while real-time budget adjustments across key markets—UK, Spain, and France—supercharged reach and relevance.

We didn’t just help New Balance enter the race—we ensured they led the pack.