New Balance

During the 2024 U.S. Olympic Trials at Hayward Field in Eugene, Oregon, New Balance seized the national spotlight to amplify its “Run Your Way” campaign—a celebration of individuality and the athletes striving to reach the Paris Olympics. As a cornerstone brand within the track and field community, New Balance aimed to create a dynamic presence that supported its elite competitors while engaging fans in a meaningful, memorable way. Partnering with Prince Puckler’s Gourmet Ice Cream and CITIUS Mag, the brand sought an activation that blended culture, competition, and community. 

Jack Morton delivered a two-story mobile trailer that served as a versatile brand hub throughout the ten-day event. The upper level housed a fully equipped podcast studio for CITIUS Mag, enabling live interviews and athlete storytelling, while the lower level offered a relaxed viewing lounge where guests could enjoy ice cream and watch the action unfold. Wrapped in bold “Run Your Way” branding, the structure commanded attention and reinforced campaign visibility. An interactive coin hunt—redeemable for complimentary ice cream—added a playful layer of engagement, creating a high-energy experience that connected sport, storytelling, and celebration at the heart of the Olympic Trials. 

THE IMPACT 

The New Balance activation was a resounding success, drawing enthusiastic crowds that spilled out onto the streets. The lively atmosphere was a perfect blend of entertainment and engagement, with visitors enjoying the podcast, indulging in delicious ice cream, and participating in the coin hunt. The activation’s popularity is evident in the impressive numbers: 926 Ice Cream Coins were claimed and CITIUS Mag were able to conduct 30 podcast recordings from the heart of the New Balance mobile trailer.