New Balance: We Are Boston

This case study relates footwear manufacturer New Balance's campaign to celebrate runners' strength on the platform of its home city's marathon in Boston, USA.

New Balance: We Are Boston

Campaign Summary

In this case study, New Balance, the US, Boston-based footwear manufacturer chose an historically significant and emotionally-packed event —the 2014 Boston Marathon— to launch a campaign that celebrated runners' strength, passion, and the brand's dedication to its home city while inspiring fans to share what they loved about Boston via a #LoveBoston hashtag. A year after the terrorist bombings at the 2013 Marathon, New Balance plastered the city with postings and signage featuring Boston-specific iconography and New Balance's love for Boston, its marathon, and demonstrating its pride. The result:

  • New Balance Boston Boylston...

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