To celebrate/promote the launch of its latest performance running shoe, the SC Rebel, New Balance decided on a brief-yet-action-packed event.
New Balance
The US sportswear giant opened the New Balance SC Rebel Market just for one day only (2 September) ahead of the ‘Big Half’, the annual community-led London half-marathon being stage on 6 September.
Inspired by Soho’s Berwick Street Market, the pop-up brought “race-day energy to everyday running, while celebrating the food, music, style and communities that make up the capital,” we were told.
Located inside Phonica Records in the heart of Soho, the SC Rebel Market paid “homage to the rich cultural history of Berwick Street – a place where market traders, independent fashion, record shops, late-night bars and music venues have long existed side by side”.
The installation tapped into that spirit, “bringing together the New Balance communities and talent taking on The Big Half to celebrate the people, places and energy that continue to shape London today.”
And runners were able to put the SC Rebel through its paces with live product demonstrations, treadmill sprints and coached speed exercises designed to showcase the shoe’s performance technology.
The experience culminated in a competitive speed challenge, with runners given the chance to win a 2027 TCS London Marathon or Valencia Marathon place.
Music was also central to the experience, with London’s independent electronic and dance music specialist, Phonica Records, curating a series of crates for the SC Rebel test-and-trial area.
Customisation stations also gave visitors the opportunity to personalise New Balance gear, “creating one-of-a-kind pieces to wear for The Big Half.”
Also taking the energy beyond the market, Unsanctioned Athletics led “a rebellious group run through Soho’s busy streets in a flashmob-style takeover before heading to Regent’s Park.”
There, runners took part in speed-focused sessions, including tempo loops and coached exercises designed to put the SC Rebel through its paces.
“Together, the music, food, speed challenges, group runs and SC Rebel test-and-trial experience bring race-day energy to the heart of Soho, celebrating London’s running culture and communities that shape it,” New Balance said.
