As an official sponsor, New Balance welcomed more than 18,000 runners at the Vitality British 10K London Run, on Sunday July 13. The annual race saw participants run the iconic route through some of London's most famous landmarks. New Balance treated runners and spectators alike to special incentives including access to a chill-out area and giveaways throughout the day. Runners wearing New Balance trainers benefited from a free sports massage in the New Balance Village at Waterloo Place in partnership with YourPhysioPlan.com, a network of independent physiotherapy practices across the U.K., which also offered a discount on a 12-month membership with the network. Runners crossing the finish line received a free pair of exclusive New Balance union jack trainer laces and a discount voucher for Sweatshop, a chain of running stores in the U.K.

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