New Balance - Brand Design and Advertising
NYC Marathon
The NYC Marathon. The biggest in the world: 50,000 runners from over 40 countries. We helped New Balance win the sponsorship and engage with consumers by creating a campaign as iconic as the race.
Our Strategy
Understand the consumer experience as a journey towards a “finish line” of personal achievement.
Celebrate the euphoria that comes with reaching the end of the journey.
Campaign and Design Execution
There is a transcendent moment for runners at the finish line – we took that moment and put it at the center of our campaign.
We creative a symbol that captures the WHY for runners and spectators- the indescribable feeling of crossing the finish line.
Real photos of runners crossing the finish line were used to create “hero visuals” and the designs were seen in Time Square, subway takeovers, in-store displays and the marathon expo.