Brand: New Balance
Brand owner: New Balance
Lead agency: J. Walter Thompson Shanghai
Media channels: Online display, Online video, Social media, Word of mouth, influencers
Budget: Up to 500k
New Balance is striving to become the world's third-largest sports brand, after Nike and adidas, and the number-one running brand.
In China, young people have high preference for the brand's fashionable lifestyle range, but are less familiar with the performance sports one. Strengthening the brand's authentic performance sport images and increase sales of running shoes for the post-90s generation would a big challenge. We also needed to consider how to drive global marketing continuity and consistency.
Rather than choose an athlete, we picked social media star Papi Jiang as our ambassador and created a film that spoke of our new running philosophy through her life story.