woo studio x new balance present: run your way

An integrated content partnership between woo,  New Balance and Mediahub UK, that set out to inspire the next generation of runners through storytelling driven video series, immersive social moments and compelling editorial content inspired by the iconic New Balance ‘Run Your Way’ message.

 

Anchored across a five-part series that explores the world of running and its health & wellbeing benefits; we see diverse running clubs and unlikely cultural tastemakers take on the streets of the UK alongside New Balance, tackling ideas such as: discovering your motivations, challenging yourself, giving yourself a goal and accomplishing something outside of your comfort zone.

 

• Edinburgh - We Run Edinburgh - focus on a women’s running club and BeBe, a fashion stylist and content creator (already gone live, see here)  

• Manchester - Snappy Runners - focus on a creative running club and [KSR]; a rapper, musician and beatmaker (see episode here) 

• Birmingham - Birmingham Swifts - focus on a LGBT running club and Madi; a singer/ songwriter and founder of I AM, a platform dedicated to enabling creativity amongst underrepresented artists

• Liverpool - 2Step Collective - focus on a super inclusive running club with Papu. Raf; a DJ from liverpool.

• London - Sikhs in the City - focus on a Sikh running club and Jasmin; a model, graphic designer and illustrator who specialises in lettering and murals

 

The series takes viewers on a journey to explore the challenges, community and euphoria of running and being part of a running club and ties into New Balance’s heritage in running, making the sport accessible and motivational for a Gen Z audience. 

 

The programming from the videos are similarly echoed across the woo ecosystem through regular editorials that build narratives around the video content - leading  to broader and more thought out conversations as well as social activations including: content cut-downs, trailers, shopping/product carousels and engaging talent-led curated playlists to engage audiences to pick up running for themselves.