CHALLENGE

New Balance needed to break into the highly competitive football boot market, particularly in the small-sided and futsal categories, without the endorsement power of national teams. The challenge lay in establishing the brand as a go-to choice for players who need speed, agility, and control on smaller, court-based playing fields.

INSIGHT

Small-sided games, such as futsal, emphasise skill, speed, and a strong sense of individual responsibility. Players thrive on quick thinking, agility, and confident play to dominate the game. For them, the right footwear is crucial for precision control, support, and responsiveness on the pitch.

SOLUTION

New Balance launched the Audazo collection under the bold tagline “Run the Game,” positioning the boots as essential for players who aim to control every moment on the court. Designed with innovations like the Fresh Foam insole for cushioning and a REVLite midsole for shock absorption, Audazo offers players the performance edge needed to excel in fast-paced games. Through targeted marketing, including messaging on confidence and style, New Balance emphasised Audazo’s focus on skill and agility, encouraging players to play with a swagger that matches their ambitions on the field. This campaign positioned New Balance as a key player in small-sided football by aligning the brand with athletes who “Run the Game.”