Luke Perkins, a creative director at Arnold, said that showing groups of runners was more arresting.

“The solo runner is less impactful,” Mr. Perkins said. “But visually a pack of runners running or training or working out is a beautiful thing.”

Ms. Keates said the object of the new campaign was “to really document those changes of running being more social and participatory, and to show how we as a brand are really pushing the envelope in terms of that evolution in running.”

Bojan Mandaric and Brogan Graham, friends who began the November Project in 2011, promote it through social media like Facebook and Twitter. New Balance, which is based in Boston, does not sponsor the November Project, which it features in a short online documentary that is part of the campaign, but was intimately familiar with it because employees of the brand and its agency, Arnold, have participated in the workouts.

“We didn’t have to look beyond our backyard on how best to articulate this social component, because the November Project is a wonderful articulation of this real sense of community and togetherness,” Ms. Keates said.

The new campaign also highlights running in unusual settings, featuring Anton Krupicka, a runner sponsored by New Balance who competes in 50-mile and 100-mile ultramarathon trail runs. Finally, the New Balance campaign highlights the brand’s design facility to show how it designs shoes for evermore complicated running challenges — like those encountered by Mr. Krupicka.

Running is increasing its popularity, with 50.1 million Americans running at least once in 2011, up from 42.5 million in 2009, an increase of 17.8 percent, according to the Sporting Goods Manufacturers Association.