First global creative platform for New Balance Lifestyle gives true meaning to the brand’s ‘Always in Beta’ proposition
New Balance Athletics, Inc. announces the launch of the first global New Balance Lifestyle creative platform, ‘numbers speak louder than words,’ which coincides with the brands Q1 global sneaker launches. Created in partnership with independent creative agency ZAK, the campaign fuses the digital and physical worlds by creating a fully integrated creative platform that goes from online engagement all the way to in-store activation.
Numbers speak louder than words is a lifestyle expression of the brand’s ‘Always in Beta’ ethos, which reflects the aspiring creative community that New Balance appeals to: a group of people who are constantly improving, creating and thinking about the next thing, they are Always in Beta.
Imbued throughout the ‘numbers speak louder than words’ campaign is the shared passion for creativity that New Balance’s audience of ‘sneakerheads’ and early adopters engage and connect with. Sneakerheads can own 40-plus pairs of sneakers – sometimes hundreds – and are highly critical if something isn’t authentic to the brand. That’s why using numbers, not names, has an inherent link to New Balance. Numbers, in this campaign, speak louder than words.
The campaign centres on a variety of cultural influencers who demonstrate the value New Balance Lifestyle places on genuine passion for creativity and craftsmanship. New York-based Aaron Pegg, a creative photographer with more than 170,000 followers on Instagram, and Jermain Todd, of St Louis boutique fabrication studio Mwanzi, promote the new Lifestyle range in a series of short documentary films that will be shared across all of the brand’s social platforms including Instagram, Vine and Twitter throughout the year.
ZAK’s in-house team created all the content for the global campaign from sourcing the featured cultural influencers and designing each of the New York based shoots to creating every piece of video for use on a worldwide scale.
Tim Malone, Senior Global Lifestyle Marketing Manager, New Balance, said: “From the initial concept through to delivery, the ZAK team has been fantastic, knowing exactly how our core audience of early adopters and sneakerheads thinks and behaves. We are confident the campaign will resonate with our audience, using a shared passion for creativity as a point of connection to engage with people rather than talk at them, and ensure New Balance is integral to the style of life they choose.”
Numbers speak louder than words brand film: click here
Vazee 530 film: click here