LA-based creative and production agency The Rec League is behind a new global campaign for New Balance to promote the athletic brand’s FuelCell Propel and Rebel running shoes.
The campaign represents a new marketing strategy for New Balance, both from a creative standpoint and in the way its athletes are showcased. The campaign pokes fun at typical advertising running clichés and shows why you don’t need long manifestos or fancy speed metaphors to know that New Balance’s athletes are fast. The message is simple: Don’t just talk about being fast; go out and be fast.
The centerpiece of the campaign is a two-minute anthem film featuring five of New Balance’s top athletes and pro runners: Sydney McLaughlin, Trayvon Bromell, Boris Berian, Cory McGee and Kendall Ellis. Bold, irreverent and fun, the film utilizes creative editing techniques, special effects and retro touches to make its point, often in a tongue-in-cheek way.
In addition to the anthem film, the campaign will include individual athlete films, OOH, in-store and social content to follow through July and running through the summer. The global effort will run in North America, Europe, Asia, APAC and Latin America.
Patrick Cassidy - Global Brand Marketing Director
Siobhan Breagy - Global Brand Marketing Manager
Sean Sweeney - Global Brand Marketing Manager
Harry Norton - Global Integrated Marketing Manager
Kevin Quadrozzi - Sports Marketing Manager
The Rec League:
Trent Ubben - Creative Director, Head of Production
Jack Jensen - Creative Director, Head of Creative
Scott Swindler - Head of Brand
Adam Bial - Director of Photography
Josh Nathan - Producer
Albert Chi - Production Supervisor
Alyssa Giordano - UPM
Gabe Sanchez - Color/VFX