As the sponsor of the largest marathon in the world (the TCS New York City Marathon), New Balance set out to convert a 44,000 sq.ft. space at the Jacob Javits Center into a retail experience that featured footwear, apparel, and accessories targeted toward runners and their supporters. Alongside New Balance, we created an immersive New Balance event, working in tandem as a retail and brand awareness campaign. Numerous opportunities for shareable moments were incorporated into the space, including five photo-op backdrops showcasing three-dimensional letters that runners could pose behind. New Balance exceeded their revenue goals and generated extensive social media attention.