An Experiential Space for Runners, Fans, and Community Spirit Ahead of the 2025 TCS London Marathon

As thousands of runners lace up for the 2025 TCS London Marathon, New Balance is making its presence felt far beyond the racecourse. This weekend, the brand opens the doors to its London Townhouse, transforming a stylish W1 address into a free community hub for runners, supporters, and curious passersby alike. Located just steps from Oxford Street and within jogging distance of the marathon finish line, the townhouse at 14 Cavendish Square becomes more than a retail or promo stop—it’s a sanctuary of movement, rest, and celebration.

For New Balance, the activation is as much about fostering a shared energy as it is about sportswear. It’s a place where pre-race jitters meet post-race glory, where cups of coffee and medal engravings matter just as much as pace times. All weekend, guests will find themselves surrounded by purposefully curated experiences designed to amplify the marathon spirit—and all at no cost.

A Weekend of Complimentary Experiences

The New Balance London Townhouse isn’t simply a lounge; it’s a curated cross-section of runner culture, thoughtfully executed across several zones. From functional recovery spaces to light-hearted pampering and communal encouragement, each feature is designed to enhance the marathon weekend in ways that go beyond gear.

Live Race Screening & Coffee Lounge

Marathon day becomes a communal experience with live screenings and a coffee bar on site. Whether you’re tracking loved ones, studying elite strides, or just soaking in the pace of the day, this zone offers a warm seat and a hot cup—fuel for the spirit.

Runner’s Café

Designed for both those racing and those spectating, the café is stocked with runner-friendly snacks and energy drinks, creating an ideal pitstop before the big event or a cozy landing pad after it. This is nourishment that understands the nuance of endurance.

Cheer Zone & Banner Station

Spectators aren’t left behind. The Cheer Zone invites supporters to get creative with handmade banners. Whether you’re cheering for someone specific or for the entire field, this area channels the emotional heartbeat of marathon day—encouragement made tangible.

Medal Engraving Station

For runners completing the 2025 TCS London Marathon, New Balance offers a free, on-site medal engraving service—a personalized tribute to the miles, minutes, and mental milestones that defined the day. This detail turns accomplishment into heirloom.

Nail Bar

Sometimes, the smallest acts of care are the most restorative. New Balance offers express manicures to both runners and fans—adding polish to achievement and celebration alike. It’s a subtle, stylish nod to recovery.

Recovery Zone

Runners will appreciate the Recovery Zone, complete with massage guns, stretching tools, and ice boots. This corner is designed not only to soothe tired muscles but to reinforce the idea that self-care is part of performance.

A Holistic Brand Experience

More than just a backdrop for marathon hype, the Townhouse reflects New Balance’s expanding identity as a brand that cares not just about how you run, but why you run, who you run with, and how you recover afterward. The decision to offer all events and services complimentary and on a first-come basis speaks volumes about the brand’s approach to inclusivity.

In recent years, New Balance has doubled down on community engagement and thoughtful urban activations—from its Run Club initiatives to localized sneaker launches and sustainability-driven collections. The London Townhouse adds another chapter to this narrative—embedding the brand in the heart of city life during one of the UK’s most celebrated sporting events.

The Spirit of 14 Cavendish Square

The choice of 14 Cavendish Square is no accident. Just blocks from the city’s commercial pulse and only a short walk from key marathon checkpoints, the location embodies what New Balance calls “the nexus of effort and culture.” It’s the kind of setting that invites both the seasoned marathoner and the casual curious to wander in and feel seen.

This temporary activation feels less like a pop-up and more like a gesture of hospitality, echoing the brand’s broader belief that performance and pleasure can—and should—coexist. It’s a space where encouragement is tactile, from a cup of coffee to a foam roller, a manicure brush to a medal-engraving tool.

Marathon Day, Reimagined

The TCS London Marathon is already a grand city-wide ritual, one that threads together neighborhoods, generations, and causes. New Balance’s Townhouse doesn’t seek to compete with the race—it offers a soft infrastructure around it, a space where exertion meets exhale, where effort is mirrored by ease.

Whether you’re a runner chasing a personal best, a supporter waving a banner, or just someone walking past and feeling the buzz of the day, the New Balance London Townhouse is designed for you. It reminds us that the marathon is not just the 26.2 miles—but every moment before and after it.

Visit:

New Balance London Townhouse

14 Cavendish Square, London W1G 9DB

Open Marathon Weekend from 8AM

All activities are complimentary, first-come, first-served

newbalance.co.uk

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