New Balance Lifestyle: advert-body-1 by ZAK

This is 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.