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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.
El concepto “Lose Track of Time” debía pasar de idea de campaña a una experiencia física con recorrido, ritmo y tensión narrativa: un momento donde el producto apareciera de forma natural, la comunidad tuviera un rol activo y el contenido surgiera sin forzarlo.
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
Para una activación de comunidad durante varios días, la inversión depende del número de momentos, venues, catering, producción, decoración, contenido y logística necesaria.
En brytspace estructuramos el presupuesto por capas para que la marca entienda qué necesita cada parte de la experiencia antes de producir.
€
10 personas
·100€ / p
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