'The Runaway' by New Balance in London is the first-ever pub to be opened by the sneaker brand and it specifically targets marathon runners through the Everybody’s Race campaign. Notably, the only currency that is accepted at the pub are the miles that a runner has logged through social fitness network Strava.
To support runners who are preparing for spring marathons, New Balance and Strava created four running challenges and participating allows runners to exchange their miles for beer—the first challenge is to run 40 miles for pints, while the last challenge tasks runners to go the distance of 10k for pints.
Inside The Runaway pub, there's a fully stocked bar but as this unique destination expressly appeals to active individuals, it also includes a gym area with weights for working out.
Sneaker Brand Pubs
'The Runaway' by New Balance Only Accepts Miles Run as Currency
Trend Themes
1. Branded Experiences - More companies are creating branded experiences that cater to specific audiences like marathon runners for increased engagement and loyalty
2. Alternative Currencies - Innovative uses of alternative currencies like miles run on social fitness networks create unique marketing opportunities
3. Fitness Integration - Integrating fitness and wellness into various industries is a growing trend for a more holistic approach to health
Industry Implications
1. Sporting Goods - The fitness industry can take inspiration from New Balance and create their own branded experiences which build loyalty and community
2. Food and Beverage - Food and beverage establishments can incorporate wellness and fitness into their offerings to attract a health-conscious consumer base
3. Hospitality - Hospitality companies can cater to active and health-conscious travelers by integrating fitness facilities and offerings into their properties