New Balance needed a brand refresh to go from being your dad’s shoe to something trendier.
We seized this opportunity by having New Balance embrace the “ugly” fashion trend. Bulky sneakers, corduroy, mom jeans, scrunchies and bike shorts are back. We embraced the brand’s vintage aesthetic and used modern mediums to bring New Balance to the forefront of pop culture by showing they are “Not Here to Adhere.”
New Balance Yearbook Lookbook
New Balance can debut their 2021 collection in a yearbook style fashion look-book. Everyone will want to see who the new kids are.
The spreads inside the yearbook have pages for The Influencers, The Class and The Fits to introduce everyone to the new collection. It even has a page for autographs from this year’s biggest stars.
AR Shoe Experience
Throughout the yearbook pages there are QR codes people can scan to view the new shoes in AR. By seeing the realistic looking shoes above the yearbook pages, people would be more likely to buy the new kicks.
"Not Here to Adhere" ads will appear in print featuring celebrities who wear New Balance. It shows that New Balance is making a comeback with some of the most popular people.
New Balance will partner with celebrities and create avatars showing them wearing the latest styles in the digital universe. The celebrities will then be able to not only rep the shoes in real life, but also cross platform in the next era of the metaverse.
CW: Alain Tellez
AD: Prerna Gosai
AD: Ashlee Eakin