This Is Boston
USING THE MARATHON TO TELL A BIGGER NEW BALANCE STORY
The Boston Marathon had always been one of New Balance's most important moments for running. But Boston was also our hometown, and we saw an opportunity for the Marathon to represent something much bigger than a single category.
For the first time, we used our Boston Marathon creative platform to showcase the full New Balance brand, bringing together running, basketball, baseball, lifestyle and the people and culture surrounding the city. This Is Boston turned a traditionally running-focused moment into a broader expression of who New Balance was becoming. The Marathon remained at the heart of the story, but the idea expanded the conversation beyond the race; using one of the world's biggest running stages to show the breadth of a global sports and culture brand.
Role: Creative Direction / Art Direction
Focus: Brand Strategy / Integrated Campaign / Boston Marathon / Multi-Category Storytelling
Prudential Center
Park Street Station
New Balance Boylston - Buildout by Upshot
New Balance HQ - Install by Boston Building Wraps
