INTRODUCTION
All great brands have a story to tell. New Balance’s story started in 1906 and have since been known for innovative design, commitment to quality, craftsmanship, and dedication to athletes of all levels. They also have a huge following in fashion and streetwear with a business-shaping lifestyle sector we have been proud to help spark, nurture and develop for the exciting years to come.

OBJECTIVE

To always present the brand in an authentic way that savvy consumers identify with and feel they belong to. To always provide New Balance with a marketing strategy and creative tools that considers the business as a whole, its place in the broader economy and society, and in the lives of its customers it touches. Talk confidently, never shout.

SOLUTION

McFaul+Day have been heavily involved in both EMEA and Global activity for the past 8 years. In that time we’ve created season-on-season assets including ATL and BTL print, online, TV, film promos, OOH, DOOH, lookbooks, all aspects of European trade retail partnerships marketing (JD Sports / Footlocker EU / Size?) and digital projects including the award winning visitflimby.com – showcasing New Balance’s home of UK manufacturing over the past 30 years.

The brand is known for its sneakers that are worth the asking price because it’s the only major athletic sneaker brand currently making sneakers in the United States, as well as domestically through outposts in England and Japan. We have always had the most admiration for New Balance and their quiet understated mantra. They have always felt ‘under the radar’ and we wanted to help maintain that cool appeal while promoting growth and better business needs – still deserving of the in-crowd’s knowledge and respect. Build from the top.

CONCLUSION

We continue to lead an aesthetic direction for their hugely admired lifestyle sector. We’ve spent years building and implementing a design language for New Balance to keep their head while others lose there’s. It’s a necessity that brands in rapid growth and transition remain true to their core while developing and pushing new ground. We are that solid rock looking at the brand holistically – even when it’s not required.

There’s not much we’re not trusted with. From brand consultants, advocates, designers, influencers, writers, creative directors, ankle models, you name it – there’s not much we don’t do for New Balance without success, sincere thanks and admiration. Results from us and the team there have been shining examples to departments all over the globe. Generations of brand and product output – we are family, supporting management and company executives, collaboratively working with other agencies to grow and push on an amazing journey.