New Balance Trail Program

Operational support for the development of the New Balance Trail Program

Since the launch of the trail program, FEEL Experience has been supporting New Balance with major activations. In 2024, we were present alongside the brand at 5 key moments across France and beyond.

Here are the various tasks we handled:

Support for the race service

We worked with New Balance to personalize the athlete and team manager welcome chalets. The goal was to create a high-quality, custom-made reception area that met all media and sports-related needs. In parallel, we managed the logistics of the chalet and the teams’ movements on the field.

Throughout the year, we also organized two training and team-building camps in Italy and France for the 20 newly-formed athletes on the team.

Design, layout, and deployment of exhibition stands

At major trail events like the Marathon du Mont Blanc, UTMB, and Festival des Templiers, we designed and created custom exhibition stands.

In consultation with the brand’s artistic director and a designer, we developed a 3-in-1 stand. The goal was to ensure it adapted to the different formats provided by event organizers (tent, chalet, exhibition hall) while fulfilling marketing and commercial objectives.

Each stand was designed to maximize product visibility, faithfully reflecting the New Balance brand image. Our aim was to create attractive and functional spaces without compromising on ergonomics or the flow of movement, offering an optimal brand experience.

Organization of hospitality programs

During the various events, we organized receptions, stays, and marketing activations in several formats:

– A lunchin’ event for key accounts, “friends of the brand,” press, and retailers.

– An exclusive stay for 8 international influencers and media, offering a complete immersion in the world of trail running in the heart of the Chamonix Valley.

To achieve this annual plan, the entire FEEL Experience team has been involved in this adventure, which is just beginning…