New Balance engaged Spur to bring the launch of the Ellipse shoe to life in Aotearoa.
Our brief was to create a central hub that celebrated the joy of running while capturing the feeling of losing track of time.
We transformed the beloved Issy's Café in Milford known for its Instagrammable matcha’s and strong sense of community.
At the heart of the activation was the opportunity for consumers to trial the Ellipse shoe and go into the draw to win their own pair, with one pair given away each day across the ten-day campaign.
Guests were invited to fully embrace the experience by handing over their devices before heading out for their run, encouraging them to disconnect and immerse themselves in the "lose track of time" concept.
There was a PR event which took place the day before the activation launch that included a mix of the running community and influencers, alongside New Zealand track athlete Zoe Hobbs.
To further increase exposure and elevate the launch, Spur sourced an LED truck to drive around Auckland City for the day and spread the message that the Ellipse is finally here.
