New Balance Running

New Balance needed a differentiated position in the running category to compete with mass brands like Nike and Adidas, as well as more specialized performance brands like Brooks and Mizuno.

We identified whitespace in  the innovation of running itself – extreme races, tough mudder, color runs, grass roots workout groups and a general trends towards more social running.

Challenging the cliche of the "lone wolf" solitary runner,  New Balance would push social, innovative running further through comms, experiences, partnerships and design.