Would you take your running shoes for a spin around Suntec before buying them?

New Balance Singapore is taking the running shoe trial beyond the shop floor, allowing consumers to test its latest footwear on the streets around Suntec City and Marina Bay before deciding whether to buy.

The sportswear brand has launched a complimentary running shoe trial programme at its Suntec City store, giving runners of all levels up to an hour to experience how different models fit, feel and perform during an actual run, walk or gym session.

Speaking to MARKETING-INTERACTIVE, Coenraad Hefer, regional general manager, Southeast Asia at New Balance, said the programme builds on the brand's "Run your way" philosophy, which centres on the idea that there is no single definition of a runner or one right way to run.

"Finding the right running shoe varies based on individual needs," said Hefer. He explained that consumers first undergo New Balance's in-store Volumental scanning process, which provides size and model recommendations, before taking the recommended footwear outside the store to put it to the test.

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According to Hefer, giving consumers up to an hour with the shoes provides a fuller sense of their fit, comfort and performance than a traditional in-store trial, helping them make a more informed purchase decision.

Suntec City was chosen in part for its direct access to popular running routes around Marina Bay, as well as its central location. Hefer said the area allows consumers to conveniently fit a session into their day, meet friends for a run or discover a new route. He added: 

The intent is to meet the consumers where they are at, and the Marina area is right in the heart of the running and social community.

Participants can choose from everyday trainers, alongside performance models. Beyond product trial, the activation feeds into New Balance's wider strategy to grow its running community and category in Singapore through accessible, experience-led initiatives.

Hefer said the Suntec City trial marks "the beginning of our broader community engagement strategies and initiatives within Singapore", with New Balance planning to expand those efforts into 2027 and beyond.

Since launching the programme, Hefer said New Balance has seen encouraging initial uptake and positive feedback. The brand will assess its success through consumer feedback and quality of engagement, as well as whether the experience strengthens consideration for New Balance within the running category.

New Balance's activation comes as brands in Singapore increasingly tap into the country's running culture to create experiences that extend beyond their core products and retail spaces.

Earlier this year, Shake Shack Singapore launched Shack Track Club, a community-led running initiative designed to bring consumers together beyond the dining table. First introduced in January, the quarterly initiative sees participants join scheduled runs that typically begin and end at Shake Shack outlets, combining exercise with post-run social experiences.

For its March edition, Shake Shack partnered local running club Jolly Pace Group. The brand previously told MARKETING-INTERACTIVE that the initiative was created as a platform extending beyond food, with Shake Shack also exploring more frequent runs in response to demand and community interest.

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