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New Balance - "Always In Beta" Running

Athletes know they’re never done. There’s always a way to get better. New Balance’s new positioning and tagline “Always In Beta” needed to be rolled out globally in the running category. We couldn’t think of a better way to launch than to show one their most humble, tenacious runners taking the excruciating steps necessary to get ready for the World Championships and Beijing. Beyond that, they needed digital product content, retail work, and a real way to talk about their athletes. See the case study below.

Project Roles
Content Strategist, Strategist
New Balance
Brand Strategy, Content Strategy
Branded Content, Briefs, Commercials - Video, Documentaries, Social Media Content
Project Industries
Lifestyle, Sports
New Balance - "Always In Beta" Running