New Balance turns a Harajuku WeWork into a five-day running pop-up
New Balance paired the launch of its SuperComp Rebel racing shoe with a five-day co-working pop-up in Harajuku, a small Promotion bet that occasion, not a shopfront, is what puts a performance shoe through its paces with the runners who would actually race in it.
New Balance Japan ran a five-day pop-up called "Run Office" at the WeWork Iceberg co-working space in Tokyo's Jingumae district from August 24 to 28, according to the company's press release. The activation paired the workspace with the launch of its new SuperComp Rebel racing shoe, which New Balance put on sale August 20 under the tagline "Stop waiting for race day."