New Balance — Run With It.

June 2024 | Strategy, Some Copywriting (tagline)

Despite their meticulous focus on research and development, New Balance has always known that great brands stand for more than great products and prices. With a golden opportunity to leverage the brand’s upward trajectory, the mission for New Balance was to rise above the performance-geared noise of the running apparel industry by offering a refreshing perspective.

The campaign targeted college-aged runners with an aspirational, almost maverick-like approach to fashion because of their profound influence on the purchasing decisions of others. Research showed that these folks are more assertive and vocal about their style choices, and less concerned about the latest trend than they are about showcasing their style as a badge. We also found that what people aspire to has shifted toward a life in balance, new experiences, and having time to pursue one’s passions.

Rooted in this new reality, the “Run With It” campaign showcases a less prescriptive and a more authentic perspective on running — and on life as a whole — that celebrates spontaneity and imperfection. As the inherently layered line may suggest, rather than asking someone to use a product to train like a madman to shave a few seconds off their best time, it tells one that they’re free to be themselves. To just… run with it.