Kendal Mountain Festival with adidas TERREX, Agravic Flow, Helm Hill Runners and Tom Evans. Covered by Mpora, Trail Running and HUCK magazines.

Photo credits Owen Tozer.

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Snow Peak ‘St James’s’

Innovative Japanese outdoor lifestyle brand Snow Peak expands into the European market with the launch of its flagship London store. A new three-story 4,300 square foot space in London’s revitalised St James’s Market showcases Snow Peak’s high-quality camping equipment, gear, and clothing. VP Lisa Yamai would meet with leading outdoor and lifestyle publications before welcoming over 150 guests with a traditional Kagami-biraki ceremony.

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New Balance, the official sponsor of the Virgin Money London Marathon, has opened a pub ‘The Runaway’. The pub opens 100 days before the Virgin Money London Marathon and will be a hub of activity for New Balance with running clubs on Tuesday and Thursdays, and a partnership with Strava on Sundays where runners can exchange their completed challenge for pints.

Follow: NewBalanceUK for further announcements.

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New Balance aims to celebrate the race before the race by motivating and celebrating runners throughout their 120 days of training. Following five runners on their journey to the marathon, the campaign will focus on the highs and lows of training and provide advice, motivation and inspiration by showing the gritty reality of training. 120 Days celebrates the sheer determination and commitment made by each and every runner ahead of the big day.


Paul Ward for Stink Films / VMLY&R on behalf of New Balance UK


Hosted by founder Louis and teacher Adam, our all-male class, many new to yoga, were taken through a gentle sequence of asanas to start the day in the right way.

OHMME creates eco-conscious, high quality, men’s yoga and casual wear engineered for movement. Louis created OHMME to encourage the practice of yoga and to challenge preconceived ideas of masculinity.

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Located on Neal Street, London the retail space was designed by an in-house team to feel like an extension of the brand’s unique Southern California headquarters where art, innovation and creativity have inspired the brand throughout its 8 year history. The Covent Garden space will feature artwork by a select group of brand ambassadors, – known as Punks & Poets – including murals by Mark Oblow. The space spans two floors, with the retail environment housed on the main floor, and a basement level that is being transformed into a gallery and event space due to open early next year.

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Images courtesy of STANCE Europe. | @stanceeurope #uncovertheuncommon




The Speedo x Swim Dem Crew partnership is a celebration of both communities; their 90th and 5th birthdays respectively. Swim Dem Crew embody the same values as Speedo when it comes to social swimming, diversity and safety in the water for all.

The partnership sees Swim Dem Crew joining Lewis Pugh on ‘The Long Swim‘, teaching at free community swims at Tinside Lido in Plymouth, celebrating its 5th birthday and warming up for carnival at Shoreditch House and collaborating at a Swim Dem Crew community swim.

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Swim Dem Crew join Lewis Pugh and Speedo UK at Tinside Lido
Photographer: Ollie Trenchard

Swim Dem Crew celebrate their 5th birthday party at Shoreditch House powered by Speedo UK
Videographers: Blackdog Films
Photographer: Ollie Trenchard

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Swim Dem Crew x Speedo UK goggles clinic at Aquatic Centre
Photographer: Seb Barros


The final leg of Speedo’s partnership with Lewis Pugh and Surfers Against Sewage in Dover

Lewis’s challenge, supported by Speedo, started in Land’s End at the beginning of July and saw him complete a total distance of 560km to highlight the need to protect oceans and British coastlines.

Speedo hosted its final beach clean in conjunction with marine conservation charity Surfers Against Sewage to emphasise the dangers of materials like plastic waste entering oceans.


Speedo’s collaboration with Surfer’s has seen:

5 beaches cleaned along the Southern coastline of the UK

319 volunteers mobilised to clear beaches and shorelines

405kg of marine plastic pollution removed from UK beaches



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Photography by Air Fusion Media.


Available June 30th, New Balance launched the 247 on a world tour inspired by young culture. In the UK, the tour visited the city of Liverpool for an immersive experience. Guests were treated to a traditional ferry trip across the Mersey, stop at Lost Art skate shop, visit to home of Liverpool FC which included a terrace talk by Mundial magazine followed by boardroom dining experience, and finally a special night of music at local supporter’s pub The Solly featuring exciting talent Tom Misch.

For more information about the new 247 and to connect, follow New Balance: @newbalanceuk; @nb_lifestyle; #lifein247;

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In 2018, to celebrate the legendary MADE 990, New Balance released 1,500 pairs of the limited edition MADE 990v4 “1982,” which retailed at the original $100, available at pop-up locations in select cities across the globe on Saturday, 14 April. To mark the launch of the 990v4 in the UK, sneaker fans were invited to a New Balance and END. celebration on Ebor Street, London to enjoy a ‘one day only’ 990 exhibition curated by New Balance Gallery. 

#990 #LEGENDS 

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Imagery courtesy of The Drop Date (paid media)



Last week New Balance teamed up with renowned British photographer and filmmaker Ewen Spencer to create an original photography exhibition in celebration of the brand’s iconic 574 silhouette – Ewen’s portraits on the night featured up and coming UK music artists, Conducta, Jesse James Salomon and Flohio. DJ sets from Mike Skinner and Star.One

Photography by: @sophographylondon

#NBGreyDay #NewBalance #NBLifestyle #574

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Skiddaw is a mountain in the Lake District. It stands at almost a kilometre high, way over 3000ft, looming over the sleepy town of Keswick with Derwent Water at its foot. It is the first summit of a Bob Graham Round when undertaken in anti-clockwise direction. A Bob Graham is made up of 42 fell peaks, this being the first. In partnership with inov-8, we came up with the idea of climbing Skiddaw with a team of enthusiastic trail runners that had been invited from all around the world to experience a traditional fell race.

Fell running is hard work for hard men and women. We spent the weekend with inov-8 in Staveley and Keswick, learning about the history of fell running from the team and regaled by stories from fell running legend Kenny Stuart. Kenny holds the record for the Skiddaw Fell Race. In 1984, Kenny managed to get up and down Skiddaw in record time, covering nearly 10 miles of trail, loose rock, scree and summit in a little over an hour (1:02). My personal goal for the weekend was to try to master the basics, navigate my way up and down the mountain and to not come last.

We were fortunate enough to have the help of several inov-8 ambassadors over the weekend. These were hardened runners from Yorkshire, Cumbria, Lancashire; legs of steel, fearless in the face of downhill and uphill struggle. Ben Mounsey and Mary Wilkinson were with us for the weekend and were joined by local phenomenon Ben Abdelnoor to teach us how to run up and down a fell without burning out or taking a tumble. Thanks to their guidance and reassurance, our seven globe-trotters felt ready for whatever the mountain (and the weather) had to throw at us.

Race day upon us, it was time to gear up. inov-8 very kindly kitted us out with a choice of shoe – the newly incarnated TRAILROC (available in August), or the traditional fell running shoe of choice the X-TALON – and of course with all the gear we would need on the day including some awesome light-weight apparel. Disconcertingly there was also a mandatory kit list – emergency food, full waterproof gear, compass, map… Would we really need all that stash for an hour or so run? At the summit of Skiddaw it would become apparent as to why all this outdoor paraphernalia is a must.

A jovial and warm reception from the local Lakeland folk welcomed us at the start of the race in Fitz Park. They gave us a few pointers and knowing nods, before a ‘ready, steady, go’ set off a bolting group of men in short shorts, off the front through the woods to the foot of the ascent of Jenkin Hill. It was at this point I realised what I’d gotten myself into with the start of the steep zig-zag paths and then round the back of Little Man. Straight up. I hiked most of it, feebly transitioning to a momentary shuffle when encountering a spectator or a fellow runner to avoid the embarrassment of not being able to move my feet at any sort of cadence without coughing up a lung. But before I knew it I’d blindly, agonisingly reached the summit plateau, a rough, rocky, cold, unwelcoming place, shrouded in cloud and threateningly exposed. Ahhh, it dawned, this is why all the kit is necessary! And this is why the Keswick local I was following left the path about a mile before me into the cloud to skirt the mountain along the scree, thereby sheltering himself from the wind before rounding the cairn from a different angle. Clever fell runner…

What wasn’t so clever was my descent back down to more temperate climes. Descent is perhaps too technical a term, more like a blind panic with the sole aim of keeping my shoulders above my knees and not plunging to a rocky demise. Somehow I made it. Somehow we all made it. A couple of the magnificent seven took a tumble, but then apparently this is not uncommon. A couple of hardy local club runners had done the same, and were even sporting a splash of claret, although not enough to stop them washing down cups of tea and kendal mint cake at the end of the day!

I can’t thank inov-8 enough for their hospitality over the weekend. You can see from the video above (and the gallery below by James Carnegie) how much we all enjoyed the weekend and how much our guests from around the world threw themselves into it. I personally can’t wait for my next fell. Maybe if I bag a few more peaks by way of reconnaissance, that Bob Graham mightn’t be a pipe-dream? Meet you at Moot Hall?


Having breathed life into a category that had been ignored, taken for granted, looked over, and dismissed, Stance sought a way to show how their socks perform brilliantly whilst looking great. Combining running with street art perfectly demonstrates the position Stance takes at the intersection of creativity and performance.

The Stance European Steet Art Tour visited London, Copenhagen, Paris, Milan, Amsterdam and Hamburg bringing together street artists, running crews and musicians.

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Stance ‘Capture Trails’

 Stance went to the trails to create some content for their Performance Run range. We partnered up with Runners Need and took runners to the beautiful trails of the Devil’s Punchbowl, a natural wooded amphitheatre and fantastic backdrop. We invited pro-sports photographer James Carnegie  who hosted a fabulous workshop with advanced tips and tricks.

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