New Balance x NYC Marathon and the Fearlessly Independent 997H Campaign
Getting people closer to the New York City Marathon
Those who love to run, have at some point or another harboured the desire to participate in the world’s largest marathon, the New York City Marathon (NYCM).
Over the years, New Balance has not only developed some of the best running shoes, but has also become synonymous with NYCM as its long-time partner. So when New Balance and NYCM were to come together again in 2019, it was an opportunity to create some buzz and reinforce running with New Balance across the UAE and GCC (where the brand is not as popular as in the US and Europe), by leveraging its association with NYCM.
To do this, I along with my Assistant Creative Director created a campaign that spoke to the aspirations of runners. Getting them closer to New York City Marathon. All 11,000kms of it. In a one-of-a-kind collective effort.
This was the manifesto video which I scripted for the campaign launch, created in line with the New Balance ‘Run You’ campaign.
Simultaneously launching on social channels , inviting people to participate in the #11000challenge.
Partnering with E-commerce websites
to announce the #11000challenge and also feature the New Balance
Fresh Foam Lazr shoe.
Kiosks at popular running tracks, manned by promoters with shoes on display, and NBxNYCM kits with information about the activation and branded giveaways to runners such as a nipple protector, headband, etc.
Those who buy the shoes would have the exclusive option to personalise their shoes with their name or get value-added products.
Digital screens in store with messages to recruit people and show the #11000challenge progress on the map screen.
Social posts and banners on Facebook to urge people to join the challenge.
Challenging runners of the NBRC club across social channels to break New Balance ambassador, Sadio Mane’s 5K run time.
Masthead for Strava app inviting people to participate in the challenge.
The New Balance Run Club GCC x Anghami and Spotify music playlist, where along with our own curated lists, we would also feature users and their favourite tracks, by inviting them to share theirs on Instagram stories.
Also rewarding runners who have completed more milestones with a premium account on Anghami/Spotify.
A month before the NYC Marathon, the 6 final winners would be announced, and featured on NB social channels in testimonial-style content, documenting their motivation and journey. A pre-NYCM celebration run event with Sadio Mane at Kite Beach in Dubai would be held to cheer all the runners on one last time as they set their sights on NYCM.
To prepare for NYCM itself, the final winners will get a virtual training session with the Global New Balance coach Steve Vernon. Through a series of videos and posts on Facebook and Instagram, we share their training and prep for the marathon. We will also feature the Fresh Foam Lazr, the shoe that our winners will wear.
At NYCM, we will keep engaging with our audience by continuing to create posts of our 6 final runners on Facebook and Instagram where they share their experience in New York, and encourage others to join the New Balance Run Club GCC.
The Fearlessly Independent 997H Campaign ↓
Launching the 997H
When New Balance was set to launch the 997H shoes from their ‘Fearlessly Independent’ line in the Middle East, I led the effort in forming a creative strategy which leaned into the region’s own ‘Fearlessly Independent’ generation who challenged the norms and made their own path against the odds. The idea was to galvanise and resonate with a larger audience to also acknowledge and celebrate their own fearless independence.
We reached out to athletes and influencers who’ve defied the norms and become role models with a prominent following in areas that are typically non-conforming. These ambassadors were also chosen because of their affinity with sneakers, the link that would reinforce their association with New Balance.
