The athletic retailer opened a pub and partnered with fitness tracker Strava to activate its brand for the London Marathon, rewarding those who track their activity with free pints

Sneaker and activewear brand New Balance recently debuted an activation that allows London Marathoners to reward themselves with beer for their physical activity. The retailer acquired a pub in the U.K. capital that will dole out the hops in accordance with exercisers' fitness activity on Strava, a mobile fitness companion app.

The promotion coincides with the upcoming London Marathon, a key moment for New Balance to activate its brand with a real-life reward system. Strava will also be hosting challenges for runners on the app during the brand's promotion, and after a workout is completed, runners, joggers and walkers alike will be able to cash in their fitness at the bar.

Once trackers have completed a challenge at 50%, they and two friends will be eligible for two beers each. Once they complete the challenge in full, the number increases to three drinks. Beyond beer, the pub will also provide community workouts, as well as feature some of New Balance’s latest running gear.

New Balance

Strava

Sneaker and activewear brand New Balance recently debuted an activation that allows London Marathoners to reward themselves with beer for their physical activity. The retailer acquired a pub in the U.K. capital that will dole out the hops in accordance with exercisers' fitness activity on Strava, a mobile fitness companion app.

The promotion coincides with the upcoming London Marathon, a key moment for New Balance to activate its brand with a real-life reward system. Strava will also be hosting challenges for runners on the app during the brand's promotion, and after a workout is completed, runners, joggers and walkers alike will be able to cash in their fitness at the bar.