New Balance Customisation at the Women’s Marathon Workshop, London

YR partnered with Exposure to deliver a rapid-response garment customisation experience for New Balance’s Women’s Marathon Workshop at the NB Townhouse in London. With just four days’ notice, our team deployed a specialized hardware-based setup focusing on physical craftsmanship and professional execution.

• Date: 25–26 April 2025
• Location: 14 Cavendish Square, London
• Total Output: 145+ garments customised
• Client: Exposure / New Balance

THE BRIEF: ANALOGUE PERSONALISATION WITH RAPID DEPLOYMENT

The requirement was for a hands-on, creative activation that didn’t rely on digital interfaces. YR provided the hardware staffing and expertise to manage a high-quality physical customisation station. The goal was to offer guests a tactile experience, selecting from a curated set of physical assets to be applied to premium New Balance apparel in real-time.

TECHNICAL IMPLEMENTATION & OUTCOME

For this activation, YR provided a complete physical activation solution centered on high-spec on-site heat pressing equipment. Our expert on-site crew managed the end-to-end workflow, from patch production to the final application of name and number vinyl pressing. By focusing on on-site delivery and professional crew training, we ensured 100% fulfillment accuracy across more than 145 garments. This setup allowed for a scalable approach that doubled in output by day two, meeting high demand without the need for software integration.

WHY IT WORKED: CRAFT AND FLEXIBILITY

The success of the workshop lay in its simplicity and the quality of the on-site service. Guests enjoyed the immediate results of physical customisation, seeing their selections professionally applied to t-shirts and shorts. The ability to pivot and expand the service on day two—introducing vinyl pressing alongside patches—demonstrated the flexibility of our hardware-only activations to drive deep brand engagement.

WHAT WE DELIVERED

YR managed every aspect of the physical delivery, ensuring a premium brand experience:

• Pre-event planning and bespoke patch production.
• Provision of professional on-site heat press hardware.
• Dedicated on-site staffing and technical crew training.
• Rapid r&d and setup to meet a four-day turnaround window.

In conclusion, the New Balance Marathon Workshop highlights how YR’s specialist staffing and hardware can deliver high-impact results with incredible speed. By focusing on the craft of personalisation and customisation, we helped re-establish a key client relationship and proved our ability to support diverse brand formats.

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