Retail Tribal Spaces

New Balance recently teamed up with running app Strava to open the first pub designated for runners. Athletes taking on a marathon this spring can activate different challenges in the Strava app, to earn points to be exchanged against pints in “The Runaway” pub.

Many brands across sectors have used their retail space as a meeting place for like minded audiences. From Apple hosting talks and performances in their stores, to fitness brands like Rapha or Lululemon providing spaces for their tribes, this approach is an understanding, embracing and engaging way to connect to audiences.

New Balance’s pub shows how brands without owned property can utilize this concept, by creating an involving experience that shows understanding of a tribe and their values and offering space and benefits beyond just their own products.

Contributed By: Lukas Quittan, Integer London

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