NEW BALANCE 247

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Following the ‘louder than words’, global platform we created for New Balance lifestyle, the brand needed to maintain momentum with the first new product launch under this banner. 

The 2017 challenge was to develop a campaign idea for a brand new sneaker, the 247, the first completely new silhouette in almost 20 years. The idea needed to be immersive and 360, while being able to be activated by multiple global partners. 

We began by targeting and recruiting ‘influencers’ from around the globe to help launch the new 247. Taking the positioning that the 247 is the sneaker for those who live a 24/7 lifestyle, we developed the ‘live life in 247’ strategy – our target audiences all have different mindsets and motivations, but are united by their busy, on-the-go, 24 hour lifestyles. 

The ‘live life in 247’ idea was developed to showcase the sneaker and its seamless integration into a 24/7 lifestyle by capturing content that demonstrated the versatility of the sneaker and how it could be worn on a multitude of occasions. Each product was captured at multiple times of day and night over multiple locations to highlight that true 24/7 cosmopolitan feel. 

By capturing the content at diverse locations in three key cities (New York, London and Shanghai), the campaign maintained a global relevance and appeal, which was important, as the assets and guidelines developed were executed with a consistent look and feel across the world and with multiple partners.