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By Amy Houston | Senior Reporter

January 12, 2022 | 2 min read

New year, new fitness regime? Not necessarily, according to New Balance and Strava, who have teamed up to champion less typical forms of exercise with a promotional video and tongue-in-cheek photoshoot by creative agency Generation Works.

Traditionally January has been the month where heaps of ads shame people into joining a gym, but in recent times many sports brands have been taking a more realistic approach to entice consumers.


‘Every Runner Has Reason’ aims to dispel tired myths of what it means to be athletic and hopes to engage a whole range of people by diving into the unique reasons behind their chosen exercise.

The short campaign film highlights that whether you’re running to catch the bus to work, chasing after the dog, or hurriedly keeping up with the garbage truck, you are a sprinter.


Accompanying the video is a range of posters with playful copy including ‘Why walk the dog, when you can run the dog?’ and ‘The rubbish truck isn’t going to chase itself.’

To further the initiative there is a new challenge on the Strava fitness app encouraging users to run 30k between January 17 and February 13. Participants will receive a 10% discount code for New Balance and could potentially earn a place in races including the London Marathon.

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