New Balance x Boston Celtics

PAINTING BOSTON GREEN AFTER A CHAMPIONSHIP

When the Boston Celtics won their 18th championship, New Balance had an opportunity to celebrate alongside the city in a way that felt immediate, local and unmistakably connected to the moment. Built around the headline “Everything goes with Green,” the campaign paired New Balance and Celtics branding with a simple visual system designed to take over the city. The work appeared across high-impact placements throughout Boston, from digital transit displays and commuter hubs to large-scale outdoor media.

The result turned a championship celebration into a citywide brand moment, using a single line and a single color to connect New Balance to Boston at its most celebratory.

Focus: Creative Direction / Concept Development / Copywriting / Art Direction / OOH