New Balance NYC Marathon Pop-up
New Balance asked EWI to design, engineer, fabricate and install a two-story pop-up store at the 2024 NYC Marathon.
EWI transformed a vacant building into a New Balance brand experience in Manhattan’s famed Columbus Circle near the finish line of the NYC Marathon.
The space intended to bring New Balance’s “Run Your Way” campaign to life, highlighting the diverse perspectives and styles of runners from different walks of life.
The pop-up store featured a curated selection of New Balance gear, including exclusive marathon-themed items and opportunities to customize apparel.
The building had strict rules about not removing built-in fixtures or using fasteners such as nails or screws that would damage the space during dismantle.
With these constraints in mind, our design and production teams utilized graphic overlays on built-in shelves, cubbies and alcoves to highlight New Balance’s storied brand.
The versatile, multi-level pop-up fully immersed customers in the “Run Your Way” mentality and encouraged them to engage deeply with products and the New Balance community.
We utilized several large walls to present striking graphics and imagery, creating visually engaging focal points to anchor different zones of the store.
The pop-up store doubled as a central hub for marathon runners, and they were able to store their gear in custom New Balance lockers.
The space also offered guests a running track where customers could take New Balance shoes for a test run.
In the weeks leading up to and during the NYC Marathon, the space hosted workshops and discussions, pre-race workouts and shakeout runs, recovery stations and appearances by notable runners and influencers.
New Balance NYC Marathon Pop-up
New Balance asked EWI to design, engineer, fabricate and install a two-story pop-up store at the 2024 NYC Marathon.
EWI transformed a vacant building into a New Balance brand experience in Manhattan’s famed Columbus Circle near the finish line of the NYC Marathon.
The space intended to bring New Balance’s “Run Your Way” campaign to life, highlighting the diverse perspectives and styles of runners from different walks of life.
The pop-up store featured a curated selection of New Balance gear, including exclusive marathon-themed items and opportunities to customize apparel.
The building had strict rules about not removing built-in fixtures or using fasteners such as nails or screws that would damage the space during dismantle.
With these constraints in mind, our design and production teams utilized graphic overlays on built-in shelves, cubbies and alcoves to highlight New Balance’s storied brand.
The versatile, multi-level pop-up fully immersed customers in the “Run Your Way” mentality and encouraged them to engage deeply with products and the New Balance community.
We utilized several large walls to present striking graphics and imagery, creating visually engaging focal points to anchor different zones of the store.
The pop-up store doubled as a central hub for marathon runners, and they were able to store their gear in custom New Balance lockers.
The space also offered guests a running track where customers could take New Balance shoes for a test run.
In the weeks leading up to and during the NYC Marathon, the space hosted workshops and discussions, pre-race workouts and shakeout runs, recovery stations and appearances by notable runners and influencers.