New Balance: Quietly Crafted
The challenge: How can we embody the New Balance running experience and appeal to younger runners?
Idea: What if we shine a light on the humble excellence of the New Balance brand and its significant impact on running communities?
Our objective was to create a unique identity for New Balance Running and “The Rising Independence,” a group of emerging leaders. We aimed to highlight New Balance's values of independence, craftsmanship, and community to appeal to young, independent runners.
UNDERSTATED EXCELLENCE which is New Balance’s brand spirit, prioritizes quality and functionality over hype. The brand doesn't need to boast or brag because the merit of its apparel speaks for itself. Our research from Japan shows that their humility and quality resonate deeply with the Japanese mindset and tradition. This mindset mirrors that of recreational runners, who often keep their victories to themselves without seeking recognition from others.
Just like New Balance, they are Quietly Crafted.
Team
Strategist: Masa Kaburagi, Lindsey Smith
Art Director: Kevin McAndrews, Anna Persell
Designer: Anna Persell
Media Planner: Julia Johannes
Out of Home Ads
Social Media
Anamorphic Perspective Installation
Birds Eye View
Side View
Commercial
This video is a tribute to the silent victories that often go unnoticed but deserve to be celebrated just as much as any other triumph. It portrays an individual who, despite returning home from a long day at work feeling exhausted and unmotivated, finds the strength to train. Alone and without an audience, he imagines a crowd cheering him on, visualizing the race he is preparing for. This inner drive and determination symbolize the spirit of perseverance and the importance of self-motivation.