New Balance is reinstituting The Runaway, the pub where customers can purchase their pints with running miles logged on Strava, the fitness tracking app. The company has changed the decor since the inaugural year of 2019 and introduced four new “challenges” through the app, hoping to draw runners of all levels. The upper floor consists of a full bar, with seating and a dartboard. On bthe ground floor customers can try on New Balance products and place online orders, or else step into the gym, which has two treadmills, changing rooms and lockers. The pub’s bathrooms have blank walls on which customers may scribble encouraging graffiti. The pub is celebrating the 40th anniversary of the Virgin Money London Marathon and has decorated with imagery relating to the history of New Balance and its factory in Flimby, in the English county of Cumbria. It is encouraging London running events – such as the New Balance Run Club’s own Run the Boroughs – to use the pub as a start or end point for organized runs. Finally, the pub will be taking part in the brand’s “We Got Now” campaign to encourage personal independence and living in the moment. This is part of a larger campaign called “Fearlessly Independent,” which tells the stories of New Balance athletes and ambassadors through photographs by Ewen Spencer.