NEW BALANCE X SINGAPORE ATHLETICS
GROUP CHAMPIONSHIPS 2025
Year: 2025
Company: Mongoose
Location of Event: Yio Chu Kang Stadium
New Balance strengthened its presence within Singapore’s competitive running community through a dedicated brand activation at the SA Age Group Championships 2025, held at Yio Chu Kang Stadium. Working closely with New Balance and the Singapore Athletics Association, I led the conceptualization, production, site planning, and full on-ground delivery of a modular and recyclable booth experience designed to bring the brand’s “Run Your Way” ethos to life.
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Across two weekends and eight live event days, the booth became an athlete hub — offering shoe trial runs on the track, exclusive keychain door gifts and 20% vouchers, and a special heat-stamp customization station where podium winners personalised their New Balance bags. I oversaw all content design, budget management, vendor coordination, and the recruitment and training of Brand Ambassadors who supported product storytelling, prize distribution, and crowd flow management throughout the event.
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The result was a polished, engaging, and community-focused presence that deepened New Balance’s credibility with over 1,500 athletes and reinforced the brand’s role within Singapore’s athletics landscape.
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The New Balance Booth & Activities:
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