New Balance Opened Its SC Rebel Market For One Day Only At Phonica Records
To celebrate the launch of their latest performance running shoe, the SC Rebel, New Balance opened the New Balance SC Rebel Market for one day only. Inspired by Soho’s iconic Berwick Street Market and the distinct character of London’s boroughs, the pop-up brought race-day energy to everyday running, whilst celebrating the food, music, style and communities that make up the capital.
Located inside Phonica Records in the heart of Soho, the SC Rebel Market pays homage to the rich cultural history of Berwick Street – a place where market traders, independent fashion, record shops, late-night bars and music venues have long existed side by side.
From its historic fabric and haberdashery shops to the generations of creatives who have made the area their own, Berwick Street has long been a meeting point for London culture and style. The SC Rebel Market taps into that spirit, bringing together the New Balance communities and talent taking on The Big Half to celebrate the people, places and energy that continue to shape London today.
Runners put the SC Rebel through its paces with live product demonstrations, treadmill sprints and coached speed exercises designed to showcase the shoe’s performance technology. The experience culminates in a competitive speed challenge, with runners given the chance to win a 2027 TCS London Marathon or Valencia Marathon place.
Music is central to the experience, with London’s leading independent electronic and dance music specialist, Phonica Records, curating a series of crates for the SC Rebel test-and-trial area. Each selection was built around the different moods and mindsets that help runners find another gear – from settling into a rhythm to the euphoria of a runner’s high and the intensity of maximum effort.
Bringing the flavour of London’s boroughs to Soho, the SC Rebel Market also featured food from Forno (Waltham Forest), Fish, Wings & Tings (Brixton), Rogue Sarnies and Rawlala (Hackney), alongside floristry from Sid’s Florist (Peckham). Customisation stations will also gave attendees the opportunity to personalise New Balance gear, creating one-of-a-kind pieces to wear for The Big Half.
Four custom banners celebrated London’s diverse running communities, each woven with the identity of a different borough and crafted using New Balance fabrics and materials inspired by its local culture. Displayed throughout the SC Rebel Market, the banners formed a backdrop to the experience, with the fourth banner evolving throughout the day as a collaborative piece. London run crews were invited to add their own patch or customisation, creating a growing patchwork that represents running communities from across the capital and serves as a collective record of the New Balance community.
Taking the energy beyond the market, Unsanctioned Athletics will lead a rebellious group run through Soho’s busy streets in a flashmob-style takeover before heading to Regent’s Park. There, runners will take part in speed-focused sessions, including tempo loops and coached exercises designed to put the SC Rebel through its paces.
Together, the music, food, speed challenges, group runs and SC Rebel test-and-trial experience brought race-day energy to the heart of Soho, celebrating London’s running culture and communities that shape it.
