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. Working 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 seven foot tall N and C letters, where runners could pose as the Y. The give a note/take a note wall was a huge hit, where runners could write and receive words of wisdom from fellow marathoners. Selling over 100,000 units of product, New Balance exceeded their revenue goals and generated extensive social media attention.