New Balance, a global brand known for its athletic-wear for performance running, conducted an iconic screen takeover at Riyadh Boulevard, KSA.
As 82 screens flashed with motivational visuals, Saudi residents were encouraged to run their way—choosing their own pace, style and goal.
The activation was complemented by the launch of the Riyadh New Balance Run Club, offering professional coaching and group runs to runners of all skill levels.
When the third edition of the ‘Run Your Way’ campaign was launched, Stuart Henwood, Regional General Manager of New Balance – Middle East, Africa & India, said, “By empowering individuals in both the UAE and KSA, New Balance’s ‘Run Your Way 3.0’ campaign strives to make running more accessible and inclusive than ever.”
The Run Club offers free group runs led by expert coaches, welcoming runners of all levels. Furthermore, the brand has curated an exclusive ‘Running Playlist’ for Anghami users in Saudi to accompany them on runs or walks.
“Whether it’s through virtual challenges, local activations, or global connections, we are encouraging movement and celebrating the joy of running on their own terms. It’s not just the act of running itself but the experience that defines us—the music that motivates you, the conversations along the way, the rituals before and after,” said Henwood, explaining the insights behind the activation’s design.
In the UAE, residents are invited to complete 10,000 daily steps through a partnership with Steppi to unlock exclusive 25 per cent discounts on New Balance products in stores across the country.
The ‘Run Your Way’ initiative is now active across UAE, KSA, Kuwait, and Qatar, and continues to aim to celebrate the diversity of runners, making the sport more inclusive and accessible.
Credits
PR Agency: Current Global MENAT
Media Agency: UM
Production Agency: Bureau Beatrice
Creative agency: MullenLowe MENA
