NEW BALANCE X TRI-AURA
New Balance revealed their new Tri-aura boot this week, using creative powered by athletes using a more personal connection to the boots. The personal storytelling throughout the launch of the Tri-aura boot was developed after we tapped into our unique Fan Intelligence network to discover what their audience wanted to see.
We formed a collective from the Fan Intelligence network to work with New Balance Football and shape the strategy and creative launching of the new Tri-aura. We wanted to see the athletes’ personal stories, learn more about why they have chosen New Balance, and see their unique personalities in the campaigns.
The resulting creative features Bukayo Saka, Timothy Weah, Eberechi Eze and Harvey Elliott, taking the lead in the campaign. The boots themselves highlight the inner-aura of each player, with unique colour accents for each personality and silhouette. Tri-Aura unlocks true self-expression and allows the athlete to show their colours on the pitch.
Marisa Galea, Marketing Manager of Global Football from New Balance added “Working with Ear to the Ground and their Fan Intelligence network enables us to learn more about the audience.
We’re listening and responding to what fans and athletes want. New Balance is evolving and we're letting fans and athletes lead the change."
We have worked with New Balance for over two years now and this latest work is a perfect example of how we use our Fan Intelligence network. We ask, listen, and drive positive change through real-time insight, conversations and collaborative creative. We want personality and these boots absolutely bring that to the fore.