Indoor Track and Field Nationals
Creating an Unforgettable Sporting
To support the next generation of athletes and showcase its newly opened, state-of-the-art brand campus, “the TRACK,” New Balance hosted the Indoor Track & Field Nationals in its 500,000-square-foot Boston facility for the first time. While the venue featured permanent branding, the event required elevated, inspirational touchpoints that would energize young competitors and their families while reinforcing brand recognition throughout the four-day meet. Jack Morton partnered with New Balance to layer in dynamic event-level branding and interactive experiences that amplified key messaging and celebrated the spirit of competition.
From interactive photo opportunities and athlete lounges to backpack pickup, enhanced wayfinding, and an all-American pop-up retail environment, each activation was strategically designed to drive engagement, social sharing, and point-of-purchase opportunities. Dedicated displays spotlighted the New Balance Nationals Indoor capsule collection and encouraged traffic to the flagship store across the street. Digital keepsakes extended the experience beyond the event, while ongoing logistical support ensured seamless execution—delivering a high-energy, brand-forward environment that honored athletes and elevated the New Balance presence at every touchpoint.
THE IMPACT
With 5,000 athletes registered, this year’s meet was the largest New Balance Nationals Indoor event to date. New Balance successfully hosted their Indoor Track & Field Nationals event in their new state-of-the-art facility for the first time, leading the way for future Indoor Nationals events down the road. Thanks to the photo-worthy moments throughout the event space, the athletes and audience left with a memorable experience that will live on through their social posts and camera rolls as a reminder of the incredible sporting event and facility provided by New Balance.
“To host New Balance Nationals Indoor at our very own, state-of-the-art facility makes the event even more special. The TRACK at New Balance is designed to break records, and with the largest number of participating athletes ever, we can’t wait to see history be made throughout the weekend.”
Andy Downin, Community and Events Senior Manager for New Balance.
