New Balance launched its latest SC Elite performance running shoe with a high-profile event in Central London, produced by Closed Sundays in partnership with New Balance’s London-based events agency, Gung Ho Studio.

The brief was clear: transform a blank space into an engaging, run-focused environment. Within a few hours, we turned an empty white-box venue into a fully branded, immersive experience.  

Closed Sundays oversaw all aspects of the production — from logistics and transport to installation, de-rigging, and post-event storage. Every detail was carefully managed to ensure a smooth, professional delivery that reflected both Gung Ho’s and NB’s brand’s values.  

The event successfully highlighted the SC Elite’s performance credentials while reinforcing New Balance’s position as a leader in innovative sportswear and experiential brand events.