New Balance "Every runner has a season" by Generation Works

Fashion brand New Balance has teamed up with fitness brand Strava in a campaign created by Generation Works.

Highlighting informal types of exercise, such as running after a bus, the 30-second digital video and print work challenges perceptions of what it means to be a runner.

It is supported by a challenge on fitness app Strava that asks people to run 30 kilometres between 17 January and 13 February in order to receive a 10% discount on New Balance product and the chance to join events such as the London Marathon.