New Balance ABZORB 1890限时游乐场

New BalanceABZORB 1890限时游乐场

2026年09月11日-2026年09月17日

上海 C PARK · REACTOR

项目传播

项目现场

New Balance落地上海C PARK·REACTOR打造ABZORB 1890限时游乐场，是品牌围绕全新复古跑鞋打造的沉浸式场景营销企划，延续“寻常之外，步履新境”核心主题，打破传统鞋品静态陈列模式，将产品科技内核与复古先锋设计语言转化为可体验、可互动的线下实景，为复古运动跑鞋品类年轻化传播提供全新场景思路，具备产品价值科普与品牌潮流调性升级的双重意义。

项目空间造型呼应品牌风尚大片的游乐场创意叙事，深度结合ABZORB 1890鞋款复古底蕴与先锋创新特质，科学划分「穿搭游乐场」与「能量游乐场」两大功能区域，场景制作兼顾趣味性、观赏性与实用性，打造集造型探索、趣味互动、社交休憩于一体的多元体验空间。

展期邀请品牌挚友文俊辉亲临现场，沉浸式体验并演绎产品适配的多元生活场景，借助艺人影响力提升活动热度与大众关注度。本次主推的ABZORB 1890鞋款溯源品牌经典产品档案，融合元年鞋底单元、专业缓震科技与先锋鞋面设计，适配都市出行、轻户外等多场景穿着需求。项目以轻量化玩趣场景消解运动产品的专业距离感，通过艺人种草、线下沉浸式体验强化用户产品认知，依托高质感潮流场景激发年轻群体社交打卡与UGC传播，构建产品种草、品牌曝光与圈层破圈传播的完整营销链路。

New Balance launches the limited-time ABZORB 1890 Amusement Park at Shanghai C PARK·REACTOR. Centered on the theme of “Beyond Ordinary Steps, Discover New Journeys”, it serves as an innovative scenario-based marketing project for the brand’s new retro running shoes. Transforming the product’s technological connotation and avant-garde design into immersive offline experiences, it upgrades the brand’s trendy positioning and popularizes retro sports shoe culture among young consumers.

Inspired by the creative amusement park narrative of brand fashion films, the space is divided into two major areas: Styling Amusement Park and Energy Amusement Park. The elaborately designed venue integrates trendy styling exploration, interesting interaction and social rest functions, fully interpreting the retro and innovative attributes of the ABZORB 1890 series. Wen Junhui, the brand friend, attends the event to experience the products and boost public popularity.

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