CHALLENGE

New Balance faced the challenge of launching the Fall/Winter 2017 versions of their football boots, Visaro 2.0 and Furon 3.0. As an established practice, they introduced new designs and colour variations in their boots twice a year. The goal was to create a compelling launch campaign to resonate with their target audience, 17-year-old game-changing athletes.

INSIGHT

Recognising that football matches are often decided by split-second moments of brilliance, New Balance aimed to emphasise these pivotal instances where players make game-changing decisions. The campaign sought to spotlight these moments and their impact on the game, delving deep into the decision-making process and agility that define such moments.

SOLUTION

The campaign, titled 'Dictate the Play, Devastate the Defence,' revolved around showcasing the Furon 3.0 and Visaro 2.0 boots in scenarios where players make rapid decisions, thus altering the course of the game. Videos such as the 'Devastate Time Trial' and 'Devastate Extreme Volley' challenged fans to test their skills against New Balance's Furon pros. The campaign encompassed outdoor, print, social, and digital channels, targeting football-enthusiast players aged 17 to 24. Focusing on precise moments that shape matches and utilising phrases like 'Dictate the Play' and 'Devastate the Defence,' New Balance communicated the psychological benefits and innovation behind their boot designs for attacking players.