NEW BALANCE BASEBALL
In a crowded category that typically relies on heritage, we put product innovation and technology front and center, helping differentiate the brand to a younger, more modern audience. To launch a revolutionary new baseball cleat, the 4040v3, we showcased that data-to-design mentality through the lens of powerful, yet simple, in-game moments. In doing so, the campaign cut Nike’s market lead by more than half, placing underdog New Balance just 2 percentage points behind the industry giant.
NEW BALANCE RUNNING
As a featured sponsor at major marathons, we repositioned the brand to better capture the mindset of the athletes who consider themselves to be a constant work in progress. Rather than unattainable, gazelle-like, professional athletes, we championed real people running to better themselves.