New Balance Transforms Waterloo Underground Station Into A Space To ‘Lose Track of Time’ To Launch Its New Ellipse Runner
New Balance is bringing its latest running philosophy to the heart of London with a landmark relationship with Transport for London by transforming one of the capital’s most time-obsessed spaces into a moment to forget the clock and “Lose Track of Time”.
New Balance recently launched the Ellipse and to celebrate this the brand is taking over Waterloo Underground station’s Bakerloo line platforms with an immersive activation that encourages Londoners to “Lose Track of Time.”
London is a metropolis where every second of a commute is measured by arrivals, countdowns and platform clocks and New Balance is reminding people that running should be the one place where time doesn’t always matter.
The Ellipse is a shoe that represents a return to the analogue joy of running. Running has a culture that is often dominated by split times, personal bests and leaderboards and this latest shoe from New Balance is designed around a simpler idea: when running feels good, you stop watching the clock.
At the centre of this takeover, an experiential zone within the historic Waterloo Tube station invites commuters and runners to step out of the rush of the Underground and into the mindset of the Ellipse. The space features the hero product message alongside analogue-inspired design cues, run route maps and sampling opportunities that encourage Londoners to rediscover the simple joy of running.
By interrupting one of the city’s most time-controlled environments, New Balance is turning the daily commute into a powerful reminder of what running is really about: not beating the clock, but forgetting it entirely.
