By John McCarthy, Opinion editor

May 14, 2018 | 3 min read

New Balance is looking to cement itself as a major player in the football space by running a new range launch in Russia ahead of the World Cup next month.

While Adidas is on board as an official sponsor of the tournament, New Balance and its global creative agency Zak looked to win the hearts of Russians ahead of the tournament.

Otruska, its first lifestyle footwear and apparel limited edition collection, looks to silo the products into two different schools of thought: speed or creativity. Two films capture these traits, contrasting 'Russian beauty and portentous Soviet power'.

Kenny McCallum, general manager New Balance Football, said: “New Balance is excited to introduce a Russia-inspired football and lifestyle pack, bridging style and performance.

"We can’t wait to see the reaction to the pack and the overall campaign, and to bring this to life over the course of the biggest tournament in the world.”

Matt Bennett, executive creative director of Zak, added: “Casting two players from the Korobka scene lends these films an authenticity that lies at the heart of everything we do for New Balance Football. Featuring them in a story that highlights the conflicting characteristics of a uniquely Russian outlook whilst telling the story of our two attacking silos has been a great way to bring this Limited Edition pack to the public.”

Digital and social content will further underline the range online.

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New Balance is one of the world’s major sports footwear manufacturers. Founded in 1906, New Balance is based in Boston, Massachusetts.

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