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New Balance wanted to be a part of the Madrid Marathon without coming across as a brand that was simply jumping on the bandwagon. Together with Pattone Running Club, we designed a three-day experience built around the runner’s true rituals: running, sharing, preparing for the race, and celebrating as a community.
Event Type
Attendees
Duration
The weekend was meant to feel like a natural part of the Madrid Marathon, not like a brand campaign imposed on the community.
The experience needed to connect different moments—the welcome, the race, the social gathering, and the closing ceremony—with a visible brand presence that was nonetheless integrated into the runners’ actual rituals.
The concept “Lose Track of Time” needed to evolve from a campaign idea into a physical experience with a journey, rhythm, and narrative tension: a moment where the product would appear naturally, the community would play an active role, and the content would emerge organically.
We designed the weekend as a continuous experience, not as a series of separate events, starting by defining the central theme: moments are best enjoyed in community. From there, we structured each activity around a runner’s ritual: the welcome, the shakeout run, the pre-race celebration, the marathon, and the closing meal.
We coordinated venues, catering, decor, the DJ, logistics, and content so that every moment would have a clear role within the experience.
Phase 1 - Concept
Phase 2 - Production
Phase 3 - Participation
Phase 4 - Implementation
For a community activation spanning several days, the investment depends on the number of events, venues, catering, production, decor, content, and necessary logistics.
At brytspace, we break down the budget into layers so the brand understands what each part of the experience requires before production begins.
€
10 personas
·100€ / p
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Do you need more help?Yes, each experience is designed based on the objective, the audience, the budget, and the brand’s context. We can start with a similar format (activation, pop-up, dinner, workshop, community event, or launch) and adapt it so that it makes sense for your brand, your guests, and the outcome you want to achieve.
We can guide you from the initial idea through to execution: concept development, venue search, supplier selection, budgeting, coordination, production, setup, and on-site support during the event. We can also assist you with specific aspects if you’ve already made some progress and need help with suppliers, production, the guest experience, content, or logistics.
It depends on the number of attendees, the city, the venue, catering, production, decor, content, customization, and the level of coordination required. At brytspace, we break down the budget into layers so you can understand which portion corresponds to each element and make decisions with greater clarity.
Tell us what you want to achieve, who the experience is for, when you’d like to hold it, and what examples you have in mind. With that information, we can help you finalize the format, estimate your needs, suggest the right suppliers, and determine the next steps to make it a reality.
