New Balance will take over Altitude 360 for the entire Olympic Games period. Event management company Definitive Events will manage the footwear giant’s programme during this time.

Kevin Tripp, senior manager, integrated channel marketing, New Balance, commented: “New Balance and Definitive Events had very specific requirements when it came to organising a venue for our corporate entertaining during the 2012 Olympics. Altitude London ticked all the boxes and more.”

Definitive Events has a long-standing relationship with New Balance and managed its programmes at Beijing 2008 and Athens 2004 Olympic Games also.