New Balance wanted a way to show up around the London Marathon that felt earned with Gen Z runners, not just loud. We built the “Miles & Slices” experience around real Strava data, turning training miles into a playful, shareable challenge that lived across a custom microsite, video, and social cutdowns. Behind the scenes, we designed the AWS and API infrastructure to keep the experience fast, personal, and reliable while the creative kept the tone energetic and culture-forward. The campaign sparked strong engagement and gave New Balance a presence around the marathon that runners actually wanted to participate in, instead of just another post in the noise.