NEW BALANCE: RUN YOUR WAY

LAPIERRE

New Balance and HIGHSNOBIETY launched the pop-up store “Mile 25.5” during the 2023 Berlin Marathon. The name “Mile 25.5” marks the exact location of the store along the running route.

The pop-up space was thoughtfully designed to reflect the dynamic and ever-changing energy of the city. Urban elements such as construction fences like jersey barriers and caution tape were seamlessly integrated into the store’s layout. Materials typically found in city streets and pathways were used to create an atmosphere reminiscent of a construction site.

In addition to designing the concept store, we created portraits of prominent figures from Berlin’s running community, asking them what running means to them. These individuals also hosted the evening, engaging in panel discussions about personal topics and exploring how running impacts mental health.

On the Lapierre XR you are your own biggest competitor.In this film, we've used shadows as an elegant symbol to outdo yourself.The neck-and-neck battle between rider and shadow. The battle between the mental and physical drive to go faster and further than ever before.