TCS NYC Marathon Expo
Maximizing throughput of a large scale retail experience
As a major sponsor of the TCS New York City Marathon, New Balance invested in a 45,000-square-foot footprint at the three-day Expo, anticipating more than 165,000 attendees. Positioned directly along the path from race registration to the main expo floor, the space became a mandatory pass-through for runners, families, and fans—creating a prime opportunity to deliver an immersive, on-brand retail environment capable of engaging massive crowds while driving sales. New Balance needed a seamless brand journey that felt premium, inviting, and built for high-volume traffic.
Jack Morton designed a retail-centric experience anchored in intuitive wayfinding and elevated product displays that maximized both impact and efficiency. Branded walls and fixtures amplified storytelling without sacrificing valuable floor space, while every element was engineered to meet specific retail objectives. A standout feature—the central T-shirt bar inspired by New York City scaffolding and faux concrete—served as both a bold visual centerpiece and a functional merchandising hub. The result was a high-performance retail environment that balanced brand expression with operational excellence at scale.
THE IMPACT
Jack Morton was able to design a space that fulfilled retail focused targets which allowed the customers to go through the massive space and successfully met New Balance’s sales targets while welcoming 65,000 visitors at the peak and over 142,010 people over the course of three days.
