New Balance
New Balance had the chance to sponsor a NY city Urbanathlon—specifically the stair climb, which was a climb up and down the stairwell of a 50-story building.
The runners who participate in these races are a unique—crazy—bunch. So to go along with the tone of the event we put a series of posters in the stairwell, one on every fifth floor.
The snarky series works as both motivation and an acknowledgement that they are gluttons for punishment.