New Balance in the UK is expanding the brand's "Everybody's Race" campaign with an experiential component: a pub with a twist. The only way to pay for beer is with accumulated running miles.
The Runaway Pub, developed by VMLY&R, builds on the post-training ritual in the UK of visiting a pub. The Runaway Pub, located in the heart of London on Charing Cross road, comes with a fully stocked bar and dartboard upstairs, while downstairs, runners will find a gym and weights area to stretch and work out, in addition to changing rooms and lockers.
Runners’ miles are recorded through Strava, then are tallied and converted to currency using a “Runaway Card” that can be added to Apple and Google Wallet Passes.
Runners use these miles -- the only currency accepted at the pub -- to pay for pints via their mobile wallet. The number of miles needed for a pint is determined by four challenges, with each challenge centered around marathon training milestones.
The broader “Everybody’s Race” campaign is focused on supporting marathon runners throughout their training in the 120 days leading up to the Virgin Money London Marathon on April 28.