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.
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.
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.
The New Balance Booth & Activities:
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