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school of thought 2026:
syn x new balance
Created during Week seven of Sot 2026, this work was my response to the syn brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to create a brand activation for New Balance Running around The Big Half, targeting emerging urban runners and their wider communities. The campaign aimed to celebrate inclusivity and togetherness, bringing the proposition “Run Better, Together” to life through activations at the event and New Balance’s flagship Oxford Street store.
THE SMP:
“Run better, together.”
THE insight:
Running is no longer just a solo test of discipline.for emerging urban runners, it is increasingly social, and the Supporters also play an active role in performance, providing confidence, distraction, accountability and emotional energy.
However, newer runners can feel intimidated by race culture, and supporters often want to help but don’t know how. runners need to feel that someone is beside them, and supporters need guidance on how to show up, support, prepare and reconnect.
THE idea:
‘Side by Stride’
In UK run culture, progress is increasingly powered by community, but most race activations still focus on the runner alone.
‘Side by Stride’ shifts the spotlight to the full support system around the run, helping runners feel backed whilst also helping supporters feel part of the achievement.
‘Side by Stride’ is inclusive of everyone on race day, especially as it’s not just the runners who make the race.
big half brand ACTIVATION: event
big half brand ACTIVATION: in-store
ACTIVATION pre and during race:
ACTIVATION post race:
Three campaign boxes offer tailored items for each audience, free with qualifying purchases. Promoted on social as a limited run, buyers choose the box that best fits their needs.
