For the past 28 years, New Balance has been hosting key global retailers and guests at significant sporting events to express appreciation and strengthen future ties and advocacy.
The vision for these hospitality events is to fuse sport and culture so that the brand experience resonates with its community.
02. Challenge
03. Solution
01. Background
Since 2014 Nteractive has partnered with New Balance to craft memorable event experiences that blend modern culture with authenticity and established character. The goal is to ensure that New Balance’s brand image remains forward-thinking and innovative while retaining its established appeal.
Nteractive were challenged to create “The New Balance Experience Center” - a new hospitality concept to foster connections during the world’s greatest sporting competition as an “intersection of sport and culture”. Guests would include athlete’s and their families, global media and regional VIPs; all seeking an immersive space to connect with their community. The project demanded detailed attention to logistics and local nuances, including supply chain management, contracting, and a complete restaurant operation.
New Balance’s high quality brand ethos was brought to life in a carefully chosen setting in Paris which provided a blank canvas. The brand story was told across the venue’s three floors, four bars and via audio visual and DJ setups. Guests were truly immersed in New Balance hosted moments which included individually prepared meals providing the freshest food experience from a specially developed new kitchen. This approach reduced food waste and provided a bespoke dining experience for all visitors. Guests enjoyed celebrations when New Balance teams were competing in a space to rest and network among a community of brand advocates.
04. Impact
This premium experience was a hallmark of community engagement to reflect New Balance’s enduring legacy. As well as c.1000 individual attendees there were hundreds of repeat visitors plus over 45 New Balance competing athletes & 12 gold medallists who celebrated in the venue. This approach showcased the brand's values by fostering lasting connections with its audience and ensuring its heritage was celebrated and experienced in a meaningful way. Branded items produced for the event were entered into the New Balance Archive once the event was completed becoming legacy brand memorabilia.
From the client.
“The venue build-out was thoughtful and well-appointed, the staff service was outstanding, and the guests were able to enjoy a true respite from the city heat and noise. In all sincerity: I know you worked tireless to make the above look easy. Exceptional partnership.”
