New Balance is riding the wave of Lifestyle cool. However, this hasn’t come without sacrificing a longstanding and rich heritage in Running and the Performance shoe category. New Balance has new competition in Performance and was seeing market share erode – a fact reflected in low association between the brand and running.
New Balance as a lifestyle and performance brand was becoming unbalanced. We needed ‘something’ that wouldn’t look like New Balance was ‘getting into running’ – a confident move to reclaim their historic territory.
Runlock launched in January 2023, an experience incentivising people to run 30 km in 30 days, unlocking the benefits of running as well as unlocking prizes.
Integrated creative and media planning empowered us to maximise the value of the campaign. Creative assets were designed and optimised to media by channel/format.
Brand Pulse, our New Balance global proprietary tracker, saw association between New Balance and running sports increase by 6.4% in core markets over the campaign period.
The success of Runlock in 2023 means there’s more to come in 2024.
“This is the type of work that makes me excited to wake up in the morning, excellent job”. Bruno Laroque, Marketing Director EMEA
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