New Balance installs a temporary stadium in Shibuya

By

Olivier Guyot

Published
Nov 3, 2015

Every sport-lifestyle brand is currently producing events that feature a unique mix of factors: a sporting experience, the discovery of venues that are both unconventional and festive, and social media activity.

As part of the launch of its global campaign labelled 'Always in Beta', New Balance has installed its Beta Stadium in the Shibuya neighbourhood at the heart of Tokyo. The venue hosts New Balance events and features an area to showcase the brand's products. A café has also been set up inside the stadium, and New Balance is calling on sporting enthusiasts to take on daily activity challenges until 23rd November.

A running track has been installed, and there is the opportunity for the brand to organise football and baseball-related events, while Canadian tennis pro Milos Raonic is on hand to get a tennis challenge going.

All participants are of course invited to share their performances on social media. The venue and the New Balance teams involved will also be featured on Instagram.