New Balance will open London Run House at Somerset House during the 2026 TCS London Marathon weekend, creating a community-led space centred on the people and groups shaping London’s running culture.
As Official Apparel and Footwear Partner of the TCS London Marathon, the brand will use the activation to bring together athletes, running crews, first-time marathon participants and spectators. The concept reflects New Balance’s message that “if you run, you belong”.
Community-Led Activation
Located within Somerset House’s Embankment Galleries, close to the marathon route, London Run House will operate as a destination for community, craft and performance. The programme will include workshops, panel discussions, installations and screenings, presented through a London-focused lens.
At the centre of the activation is a documentary and portrait series developed with London running communities. Directed by Joshua Simpkins and filmed across boroughs including Greenwich, Battersea, Tower Hamlets and Lewisham, the documentary follows crews and communities as they prepare for marathon day through riverside runs, art-led sessions, track training and culture-led long runs.
The film combines cinematic direction with footage captured by runners, offering insight into the routines, rituals and pressures involved in marathon preparation. It is intended to reflect how different boroughs and communities approach the build-up to race day.
Community Representation
The documentary will be presented alongside a portrait series by photographer Vivek Vadoliya, featuring members of Run The Boroughs, Runner Beans, Deaf Run Club, LES Run and 2-Step Collective.
The project will premiere inside London Run House on Friday 24 April, forming the centrepiece of the weekend programme and focusing on the experiences of the communities contributing to London’s running culture.
The wider programme has been developed with running groups including Runner Beans, LES Run, PASSA and Green Street Collective. The initiative is intended to provide a space where runners of different levels, identities and motivations can feel represented and supported.
Public Access And Route Activations
London Run House will be open to the public from Friday 24 April to Sunday 26 April. Details of the programme and registration are available via the New Balance London Marathon events page.
Alongside the Somerset House activation, New Balance will also deliver marathon cheer zones at Mile 8, Mile 16 and Mile 25, working with community partners including Runner Beans, Deaf Run Club, Run The Boroughs, PASSA and LES Running to support participants across the route.
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