How a brand changed its campaign for Ramadan

How a brand changed its campaign for Ramadan

New Balance has changed its ‘Run Your Way’ campaign for Ramadan.

The brand tapped into insights drawn from its Ramadan Fitness Survey to adapt the existing campaign for Ramadan.

The survey found that physical activity mainly happens at night with the emergence of a new ‘night audience’ of citizens and residents.

Nearly 6 out of 10 UAE residents (58 per cent) reported higher energy levels at night during Ramadan with 55 per cent saying they are most active and opting to exercise after Iftar and further into the night.

Tapping into this insight, New Balance launched its ‘You Run the Night’ campaign to encourage movement after iftar.

‘You Run the Night’ campaign will encompass of night runs throughout the holy month to promote a more inclusive and positive view of running culture.

The brand also collaborated with ambassadors Amy Roko and Saudi Reporters, as well as Kuwaiti artist Abrar for the campaign.

Stuart Henwood, New Balance’s MENA Regional Manager said, “As a reflection of New Balance’s commitment to help individuals stay active during Ramadan, we are continuing our Run Your Way campaign by encouraging movement throughout this month, where people of all ages can exercise and celebrate movement while removing stereotypes and promoting a more inclusive and positive