New Balance Run House x Somerset House
Embankment Galleries, Somerset House
London Marathon Weekend | Apr 26
Over London Marathon Weekend 2026, New Balance transformed the Embankment Galleries at Somerset House into the New Balance Run House, a three day, community led activation celebrating London's running culture.
The space became a vibrant destination for runners, crews, spectators, media and industry guests, delivering an inclusive, premium experience rooted in movement, connection and community.
Designed to support every marathon journey, the Run House offered something for those preparing to race, recovering afterwards, or simply showing their support.
Objectives
The primary objective was to engage London's running community through an immersive, community-first experience that reflected New Balance's brand values.
Key objectives included:
- Building meaningful connections with runners, crews and supporters
- Celebrating the communities shaping London's running culture
- Positioning New Balance at the heart of London Marathon weekend
- Driving footfall, engagement and cultural relevance
Audience
The Run House brought together a diverse cross-section of London's running community, including:
- Local and international runners
- Run crews and community leaders
- First-time marathon participants
- Spectators and supporters
- Media, influencers and industry figures
The audience reflected the intersection of performance, lifestyle and community that defines modern running culture.
The activation welcomed 6,671 attendees across the weekend. Standout moments included Race Ready services (2,383 guests) and the Spectator & Finisher Party (2,706 attendees), alongside strong engagement across experiences, workshops and celebration events.
Venue Choice: Somerset House
Somerset House was selected for its:
- Prime central London location near the marathon route
- Status as one of London's most iconic cultural destinations
- Ability to support a high-footfall, multi-day experience
The Embankment Galleries provided a flexible and atmospheric setting, enabling a varied programme of activity while creating a true destination throughout marathon weekend.
Planning & Collaboration
Exposure, Somerset House and Accredited Production Supplier Rockit worked in close partnership to deliver the activation, supporting:
- End-to-end event planning and logistics
- Operational delivery throughout the weekend
- Venue management and guest flow planning
- Responsive, collaborative decision-making during live event delivery
Programme Highlights
Centered around community, the Run House featured a diverse programme across three days, including:
- Shake-out runs, yoga, meditation, preparation and recovery sessions
- Creative community workshops and experiences
- Athlete talks and storytelling
- Race Ready services and relaxation spaces
- Welcome, Finisher and Closing parties
The Photo Gallery and Cinema room were also central to the community storytelling piece.
Media & PR Impact
The Run House generated significant media and social momentum, delivering:
- 107 pieces of organic editorial coverage
- 2,066 social media posts
- 516.5 million total reach
Coverage included leading titles such as BBC London News, Vogue Business, Campaign Live, Dazed, Clash and Tatler Travel, alongside features in The Standard and The Guardian, reinforcing New Balance's presence throughout marathon weekend.
Results & Success Metrics
The Run House exceeded expectations, delivering:
- Strong footfall and audience engagement
- High-quality editorial and social coverage
- Positive attendee sentiment and advocacy
- A premium, inclusive brand experience with broad appeal
Conclusion
Attendee feedback was overwhelmingly positive, with guests highlighting the atmosphere, quality of programming and strong sense of community. The activation demonstrated the impact of a multi-day experience led approach to brand engagement.
By combining community, creativity and performance, the New Balance Run House successfully positioned the brand at the centre of London Marathon weekend, setting a new benchmark for culturally relevant experiential activations within the running space.