New Balance + Kic launch run clubs in support of the ‘Run Your Way’ campaign via Mango
Global athletic leader New Balance and wellness platform Kic celebrate their second campaign partnership, successfully launching run clubs across Melbourne, Sydney, Brisbane and Adelaide.
The new run clubs form part of Kic’s 8-week challenge (KICRUN), empowering young women and non-binary people across the country to learn to run with confidence. The activity also supports New Balance’s global brand platform ‘Run Your Way’ and the brand’s investment in the performance category.
Launch events were held in Melbourne and Sydney via Mango with over 450 community members, influencers and media attending. Guests were able to trial and take home the new Fresh Foam 1080v13, New Balance’s latest running shoe, and participate in a run led by Laura Henshaw and Steph Claire Smith.
Sharing excitement on the latest campaign and experiential activation, Polly Morris, brand marketing manager at New Balance: “It’s been so rewarding seeing people experience the benefits of running together. We’re hearing such positive feedback from New Balance fans and Kic members who have loved the launch of the new run clubs and the community it brings.
“The run club meetups mark the natural evolution of the partnership between Kic and New Balance, now in its second year. We look forward to seeing what the next chapter holds.”
Says Alex Lefley, general manager at Mango: “It’s a huge testament to all partners involved when it comes to the evolution of the New Balance and Kic partnership. We started with ‘Run Your Way’ talking to barriers of running independently and are now expanding to the power of connection – whether that means you enjoy running in a group or connecting with yourself. We can’t wait to take both brands to the next level in the performance category.”
The run clubs addressed common entry barriers that have been revealed following new research from Kic and New Balance. The survey, with over 5,000 respondents from the Kic community, found motivation (62%), sense of community (37%) and boost in mood (25%) the top reasons for those who run with friends or community.
Understanding the need to create a more inclusive and accessible space for female runners, New Balance and Kic’s new run club meetups aim to help runners overcome self-doubt while having fun and supporting each other, every step of the way.
Kic co-founder and running enthusiast, Laura Henshaw, commented on the launch of the club, saying: “This new initiative isn’t just about running, it’s about connection, empowerment and having fun! It was so special to work with New Balance and create a positive, judgement-free space for women and non-binary people to support and uplift each other.”
Steph Claire Smith openly admits she used to hate running after always comparing herself to others: “Running is trending right now but in saying that it’s important to understand that we are all at different stages of our running journey. Together with New Balance, we’re committed to showing women across Australia that if they have the ability to run, they are runners, no matter how they do it.”
To learn more about New Balance visit newbalance.com.au or the KICRUN Club visit www.kicapp.com/kicrun-club/. To follow New Balance on socials, visit @newbalance, and Kic, visit @kic.app.
Joel Hanlon, New Balance Head of Marketing ANZ
Polly Morris, New Balance Brand Marketing Manager
Sophie Thomson, Marketing Coordinator
Cameron Maurice, Kic Senior Partnerships & Events Manager
Mango Communications
Alex Lefley, General Manager
Emily Perry, Group Account Director
Chris Banks, Senior Account Manager
Ruby Loosli, Account Manager
Emilie West, Senior Account Executive
Aimee Burn, Account Coordinator