CHALLENGE
New Balance grappled with effectively conveying the "ALWAYS IN BETA" tagline's meaning to the public, prompting the need for a clearer communication strategy while retaining the tagline's essence.

INSIGHT
To engage the audience, New Balance evoked an emotional connection through relatable storytelling and a shared athlete mindset, transcending sports and gender.

SOLUTION
The proposed "Beat Predictability" strategy focuses on igniting emotional responses, audience-centric narratives, emphasising shared drive and scientific innovation, championing fearless independence, and selectively connecting with those who resonate with the beta mindset. This approach encapsulates the spirit of constant improvement and shared aspiration, clarifying the tagline's concept and instilling a sense of purpose.