United States

2018

The Underground by New Balance at Naperville Running Company

Entrant Company

Upshot

Category

STRATEGIC PROGRAMS

Client's Name

New Balance

Sub-Category

Interactive Brand Experience

The Underground is one-of-a-kind, full sensory, dynamic team hub for high school track and cross-country athletes to immerse themselves in the sport they love. All brought to you by New Balance (a brand known for its running heritage and history) and Naperville Running Company (the top running store in the U.S.). Underground is a functional space for young runners to hang out with other athletes and their coaches. Get inspired. And rally. Design cues captured that raw, fast feel of running. While tactile materials like wood, metal and fake grass brought the sport’s rich history to life. Guests enter through the heritage room, see the inspiring graphic manifesto that the space is for them and follow the path into the space—designed like a running track. Underground is local team’s favorite place to gather, carb-load prior to races, celebrate victories and check out the latest and greatest from New Balance.

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