New Balance transforms Waterloo tube for launch of ‘Ellipse’ runner

New Balance has today unveiled an “immersive activation” at Waterloo Underground station’s Bakerloo line platforms, under the title Lose Track of Time, for the launch of its new Ellipse running shoe.

In partnership with Transport for London (TfL), the idea is to transform one of London’s most time-obsessed spaces into a moment to forget the clock - “reminding people that running should be the one place where time doesn’t matter”.

New Balance has reimagined Waterloo station through the lens of timeless running. Across the Bakerloo line platforms, commuters will encounter the iconic TfL roundel redesigned as a stopwatch with its numbers removed, highlighting the message of losing track of time.

There are also co-branded station vinyls featuring ‘departure boards’ that replace train arrivals with curated London running routes, encouraging Londoners to rediscover the simple joy of running.

The partnership extends beyond the station itself, with a 48-hour takeover of the TfL website homepage, as well as social and press amplification set to reach over 3.7 million followers.

TfL and New Balance bring the Lose Track of Time mindset to life with a co-branded running map, spotlighting the most inspiring routes across the city, including select stretches from the iconic London Marathon (taking place on 26 April).

Thoughtfully curated paths not only guide runners through London’s most scenic neighbourhoods but also naturally lead them past the New Balance flagship store at 287-291 Oxford Street, “reinforcing the brand at every stride”.

By interrupting one of the city’s most time-controlled environments, New Balance is turning the daily commute into a powerful reminder of what running is really about: “not beating the clock, but forgetting it entirely”.