480
REINTRODUCING AN ARCHIVE SILHOUETTE TO A NEW GENERATION
The 480 came from New Balance basketball history, but its opportunity extended beyond the court. The challenge was not simply reintroducing an archival product, but understanding how its heritage could create relevance and ultimately drive consideration with a new generation of consumers.
The creative direction treated heritage as credibility rather than nostalgia, balancing archival cues with contemporary styling, culture, and product storytelling. The result was a creative system that connected brand storytelling with commercial intent, using New Balance's past to build relevance, desire and engagement around the 480 for a new consumer.
Role: Creative Direction / Art Direction
Focus: Creative Direction / Product Storytelling / Lifestyle
