A cultural sprint before sunrise
Metro Madness
The brief.
Three run clubs. Seven teams. One underground race at 4am.
We transformed George Street into a living pulse before the city woke up. A raw, unsanctioned playground to launch the New Balance FuelCell Rebel v5. Built to look fast and feel even faster, this was a shoe that demanded more than a stock-standard campaign. It needed chaos, energy and a community ready to make noise.
Three run clubs Seven teams Five runners per team Each running 4x 400m relay repeats
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Client
A cultural sprint before sunrise
Industry
Services
Collaborators
Unofficial Run Club
Five runners per team, one-mile relays, no rules.
Just pure speed and pure connection. The city became a tunnel of sound thanks to the support crews who showed up and showed out. Unofficial Run Club. Vipers RC. Clovelly Run Club. Plus a few wildcards thrown in to keep it spicy.
The FuelCell Rebel v5 was the hero. The streets never saw it coming.
At Fortem Media, we don’t just launch products, we create cultural moments that live long after the last runner crosses the line. With New Balance, we reimagined what a shoe drop could look like. We sparked a 4am race that felt underground, unexpected and deeply human.
