New Balance: You are your toughest opponent by bmb

BMB delves inside the mind of top athletes in latest campaign for New Balance.

You Are Your Toughest Opponent looks at the battles we fight within ourselves. The doubts that stop us from pushing harder, the voices that tells us we'll never be good enough. New Balance want to help people overcome these mental barriers by inspiring people with motivational athlete stories.

The campaign is an honest, visceral and in-depth exploration of every athlete’s mind. It bucks the trend of the more traditional ‘sports’ advertising which - more often than not - focuses on physical challenge and achievement. The campaign launches online with a set of hero films featuring New Balance athletes including Premiership footballer Aaron Ramsey, England cricketer Joe Root, pro tennis player Heather Watson and triathlete Non Stanford.

The launch films are designed to grab people’s attention with short videos created specifically for engagement on social media. They will be followed by longer form editorial films allowing people to get deeper under the skin of our star athletes. Finally, the campaign invites people to make and share a pledge around how they want to improve themselves using the hashtag #IAmTheCompetition.