New Balance - Find Balance Through Motion
Running is something humans have been doing for hundreds of years. They say it can provide a mystical runner’s high. A form of enlightenment that can’t be forced. So, we’re treating running as it should be, as a sacred art.
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While running is one of the most accessible physical activities, a major component that stood out during our interviews & research is that people believe that apparel can make or break their run. Even the slightest piece of clothing or material that feels wrong can throw them off. The clothes they wear during their runs provide internal and external confidence. When they feel and look good, they run good.
So, as a way for New Balance to attract their Gen Z core we also looked at one of our audience’s most important values—community. Our runners want to be apart of something bigger, while still being able to express themselves freely with their clothing and style.
To show that New Balance is their community, we want young runners to experience euphoria the New Balance way, through their own motion.
The Team:
Strategist + Media: Jose Paniagua & Callan Harrington
Copywriter: Bjorn Johanson & Jackson Knox
Art Director + Designer: Oscar Zurita & Chloe Montague
Our main collaborator during this campaign will be with Strava. On the app, you will be able to access our special routes to experience running as it was supposed to be, as a sacred art. On these routes you can catch your breath on our benches or take a sip from our fountains. Or run right pass them to complete your Strava challenge.
New Balance is also going to take it a step further by using their platform to showcase tranquility through the Temple of Running. An exhibit in Boston, MA, that will present a bit of history and offer exclusive drops for those participating online.
