New Balance teamed up with Endorphins Running — the community running club known for spreading good vibes across its chapters nationwide — for a two-day takeover of 188 Lafayette Street. The activation transformed the SoHo space into a runners' clubhouse, complete with a Fuel Bar serving up pre- and post-run refreshment, warm timber fixtures, product displays, and plenty of space for the running community to gather.
Held Friday and Saturday during peak spring training season, the pop up brought together New Balance's performance footwear with Endorphins' signature community energy — a brand-awareness activation designed around connection rather than checkout, in one of Parasol's highest-visibility Premium spaces.
Want to pop up here too? Check space availability — then let our production and marketing teams bring it to life.