London-based creative communication agency Canoe Inc. has announced a new partnership with premium running brand Altra Running. The partnership will begin on 15 May 2023 and will focus on driving brand awareness, product trial, and credibility for Altra in the UK.

As part of the partnership, Canoe will showcase Altra's latest product developments, including the highly anticipated Torin 7 set to launch on 1 June, at Canoe's upcoming press days from May 16-18, taking place at the agency's Brick Lane showroom. In addition, Canoe will also leverage its expertise and media connections to create campaigns that generate media coverage and buzz from leading press outlets and key opinion leaders around new launches. Canoe will also support Altra's UK event activations and provide media buying and management as needed.