New Balance: Quietly Crafted
Background: How can we embody the New Balance running experience and appeal to young marathon runners?
Our objective was to create a unique identity for New Balance Running and “The Rising Independence,” a group of emerging leaders.
Idea: Shine a light on the humble excellence of the New Balance brand and its significant impact on running communities.
We aimed to highlight New Balance's values of independence, craftsmanship, and community to appeal to young, independent runners.
UNDERSTATED EXCELLENCE which is the keyword of this campaign and embodies 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.
In the 1980s, New Balance introduced grey running shoes as a deliberate reflection of its core value: humility. This understated color resonated deeply with marathon runners and those who celebrate their victories privately, without seeking external recognition.
Just like New Balance, they are Quietly Crafted.
Team
Strategy: Masa Kaburagi, Lindsey Smith
Art Direction: Kevin McAndrews, Anna Persell
Design: Anna Persell
Media Plan: Julia Johannes
Copy: Kevin McAndrews, Masa Kaburagi
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.