Class of 2020: Classic Runners

New Balance

Communicating an established brand in new and innovative ways on owned channels.

Prompted by an uptick in traffic on the brand’s owned channels, New Balance commissioned Breaks to work on a host of direct-to-consumer briefs.

One of these projects focused on a mismatch pack of classic running silhouettes – including a colourful assortment of product featuring the 373, 393 and 720.

Uniting the product pack under one aspirational banner, we used the ‘Class of 2020’ to demonstrate the archetypal personality of each of the Classic Runners featured in the collection.

Captured against an iconic textured school photography backdrop, we characterised product using carefully selected props including test tubes, mixing palettes and tube socks.

Extending this visual treatment, we created supporting ‘yearbook- style’ graphics to imbue further personality. This high school-inspired campaign is one of a number of New Balance projects featured as a lead campaign on their digital and social channels over the last six months.

The Breaks gang just get it – which is crucial really.

- Joe Connolly, EMEA Lifestyle Marketing Manager, New Balance