creative strategist | brand manager | writer | entrepreneur
New Balance wanted to increase brand awareness and sales among the ‘rising independent runner’ (18-35, multifaceted, individualistic).
The key insight I found was that 50% of people who run three or more times per week didn’t identify as runners, yet over 40% of the people who hardly ran at all did.
We wanted to empower the rising independent to claim the title. Because no matter how, you run. And no matter how you run, you should run in New Balance.
*Four months after we pitched this idea to New Balance, Fortnite released a new class of cosmetic item, Kicks, in partnership with Nike and Jordan. Today, as of writing this, Adidas debuted their own Kicks in the item shop as well.
Fortnite also collabed with Ice Spice, Eminem, and Snoop Dogg, featuring them as in-game bosses that dropped mythic items when killed. They also starred in an in-game live concert that broke Fortnite’s concurrent player records.
