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Today, New Balance opens its first North American Experience store in the Flatiron district of New York City and to get the buzz building and peeps through the doors, for the next four weeks the brand is challenging runners throughout the five boroughs to race for the chance to win free shoes, gift cards and, for the grand prize winner, a solid gold New Balance Baton worth $20,000.

B-to-B events, like everything else, are changing fast. Hybrid events, no doubt, are the hottest thing on the event marketing planet, but other trends are taking hold in the world of internal meetings and corporate conferences. Buckle up, dear readers, for a spin past five signposts in the current b-to-b landscape. And see if you can find the common thread connecting them all.

Adobe on July 23 activated a two-week pop-up shop in San Francisco called “Photoshop & You.” The pop-up offered hands-on experiences with Photoshop through how-to sessions, photo walks, printing workshops and individual sessions with Photoshop experts.

As part of its Active Series of proprietary sporting events, which includes Prevention on the Run in San Diego in February and Prevention on the Slopes in Beaver Creek, CO, in March, Prevention magazine returned to the Hamptons this summer with the Prevention Yoga Studio after a successful run last year. The branded Yoga Studio was open to the public every weekend in July with classes led by elite yoga instructors, including Dana Flynn Miller, co-founder of Lotus Flow Yoga & Laughing Lotus Yoga Centers and Kimberly Fowler, author and founder of YAS Fitness Centers.